• book

From the Publisher

This work offers a summary of "BECOMING A CATEGORY OF ONE: How Extraordinary Companies Transcend Commodity and Defy Comparison" by Joe Calloway.

Joe Calloway is a business consultant specializing in branding as well as a public speaker and restaurant owner. He consults with companies in a wide range of industries ranging from newspapers in Sweden, hotels in Great Britain and computer companies in South Africa to world brands like BMW and IBM.

In Becoming a Category of One, he argues that instead of aspiring to lead your product category, you should create a new category and be the only one in it. That's the goal of true business differentiation. The very best way to win and keep customers today is to create compelling customer experiences. If you can do that, you place your company beyond the reach of price wars and into the realm of genuine competitive advantage.

The goal, therefore, is to become extraordinary – to become a CategoryofOne company by doing what no one else does. This is the only rational way you can lift your company out of the commodity trap and into the ranks of the high achievers. Don't just try and compete in your industry – create and dominate your own unique business category.

Published: Must Read Summaries an imprint of Vearsa Limited on
ISBN: 9782806235282
List price: $7.99
Read on Scribd mobile: iPhone, iPad and Android.
Availability for Becoming a Category of One Joe Calloway (BusinessNews Pu...
With a 30 day free trial you can read online for free
  1. This book can be read on up to 6 mobile devices.

Related Articles

Entrepreneur
2 min read

The 5 Branding Rules of Attraction

"Your brand is the magnet that draws consumers to your product or service," says Ken Carbone of Manhattan design and branding firm Carbone Smolan Agency. Here are five rules of attraction: 1. Understand the value of designing your brand identity. "Make it a priority and find money to invest in it right away," agency co-founder Leslie Smolan says. "So many people have a business idea, ask their cousin to design a logo and say, 'That's my brand.' It's a mistake. Your brand often is the most important thing beyond the product itself." 2. Know yourself. "Start with your company's identity," Smola
NPR
2 min read

Coach Announces It Is Buying Kate Spade In $2.4 Billion Deal

Luxury brand Coach says it has reached a deal to acquire its smaller rival, Kate Spade, in a cash deal worth $2.4 billion. The announcement confirms months of rumors that the two New York-based brands were in talks to join forces, and comes as Coach tries to attract millennial customers. Both boards unanimously approved the deal, which is expected to close in the third quarter of 2017. "Kate Spade has a truly unique and differentiated brand positioning with a broad lifestyle assortment and strong awareness among consumers, especially millennials," Victor Luis, the CEO of Coach, said in a press
Entrepreneur
2 min read
Entrepreneurship

It's Not You, It's Your Story: Why Branding Matters

How can I become a great brand? How can I make this brand sustainable? What will bring value to my brand? Just what is my story, and how do I tell it? And, my favorite question and the most important by far: What the hell is branding? Branding is more than a logo. It’s more than a website. It’s more than a business card. It’s more than the colors and typefaces you choose to represent your company. Your brand is your voice in the marketplace, and it is your proposition for disruption. It is your opportunity to create something with lasting impact. It is how you tell your story, and it is absolu