Notes

INTRODUCTION

[1]

[2]

Chapter 2: HOW AND WHY BRANDS BECOME HOMOGENIZED

[13]

[14]

[15]

[16]

[17]

[18]

Chapter 3: THE MATURE COMPANY'S IDENTITY CRISIS

[19]

[20]

[21]

[22]

[23]

[24]

[25]

Chapter 4: EXPANDING YOUR BUSINESS BY NARROWING FOCUS

[26]

[27]

[28]

[29]

[30]

[31]

[32]

[33]

[34]

Chapter 5: POSITIONING AS THE CENTERPIECE OF BUSINESS STRATEGY

[35]

[36]

[37]

[38]

[39]

[40]

[41]

[42]

[43]

Chapter 7: VALIDATING YOUR VALUE PROPOSITION

[63]

[64]

[65]

Chapter 9: GETTING PAID FOR CREATING VALUE

[88]

[89]

[90]

[91]

Chapter 10: A NEW AND BETTER WAY TO PRICE PROFESSIONAL SERVICES

[92]

[93]

[94]

[95]

[96]

[97]

APPENDIX C: INDICATORS OF THE FIRM'S SUCCESS

[98]

[1] Mark Earls and Alex Bently, "Forget Influencials, Herd-Like Copying Is How Brands Spread," Admap, November 2008.

[2] James Gregory, CEO, Core Brand, citing statistics from the consultancy's 2008 BrandPower rankings study.

[3] Peter Walshe and Helen Fearn, "Brand Equity and the Bottom Line," Admap, March 2008.

[4] Michael Marn, Eric Roegner, and Craig Zawadam, The Price Advantage, John Wiley & Sons, 2004.

[5] William Poundstone, Priceless, Hill & Wang, 2010.

[6] Richard Miniter, The Myth of Market Share, Crown Business, 2002.

[7] From Jim Collins, How the Mighty Fall and Why Some ...

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