>Big Brands – Where are they going?


I am reading the morning paper and thinking about our economy and the recent failures of our banks and the increase mergers of major companies and it reminded me of a book I read many years ago. The book is Big Brands Big Trouble, by Jack Trout. This is a great snapshot into some of our most beloved brands that we assume will always be here. Jack brings to our attention the mistakes companies make while they are building their brand and how the competition needs to differentiate their products and services. He highlights companies such as General Motors, AT&T, Burger King and more. While this book may be dated a bit the trends and problems still exist.

When marketing in a soft economy brand building and positioning are crucial for continued success and growth. Reputation and image influence all of our buying decisions and our perception of the brand. Now more than ever we must pay special attention to all we say, do and react to the economic conditions. Position now and reap the benefits in the future. Be careful of your visual image and your attitudes as consumers are always looking for stability and security in the products and services they engage in. Read Jack Trout’s book and it may change your view of life in our big brand world.


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