In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie believes there's no marketing problem or opportunity that can't be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer's stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand.
Drawing on his 30-year career working with some of world's best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.
About the Author: Austin McGhie is the president of Sterling Brand's Strategy Group. Throughout his thirty-year career, he ran marketing departments, sales forces and advertising agencies before slowly coming to the realization that he was really only good at strategy. Austin fervently believes that there is no marketing problem or opportunity that can't be framed as a positioning exercise. Austin's team at Sterling Brands works with some of the top marketers in the world, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott Labs and YouTube. Austin travels too much, but when he's home he lives in Northern California's Marin County with his wife, two children and dog. Back in the day, he was "almost good enough" to play professional soccer. Having recently ridden his bike 100 miles a day to cross the country, you can usuallyfind him riding up the nearest hill.
