This is the first book I have read that truly expanded the concepts of Trout and Reiss, the legendary pioneers of branding and differentiation. In this book you learn the concept of becoming a category king vs. just focus on a niche. Truly powerful book that has really impacted how we view the future of our company.
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Contributor: Ray Higdon from Higdon Group
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Ray Higdon is in my opinion the best of the best!