Title: Different: Escaping the Competitive Herd
Author: Youngme Moon
“When we spend too much time comparing our own brand performance to that of our competitors, it is easy to end up on a competitive treadmill. It is easy to wind up spending too much time keeping up with the Joneses. In the process it is easy for us to begin losing the point of it all – which is to cerate deep and sustainable grooves of separation from each other.” p.213.
Different is a thoughtful discourse on marketing, competition and consumption. Youngme Moon’s storytellng style makes it easy for the reader to get caught in the ebb and flow of ideas, brands and trends. It triggered numerous sideways connections but unfortunately didn’t leave a lasting impression. I prefer the video trailer to the book.