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Big Brands Big Trouble
By Jack Trout
John Wiley (2001)

brandchannel.com says: Why do some seemingly solid brands suddenly start to falter on their shiny-high pedestals? How did Firestone, Levi’s and Xerox lose their grip on their massive market share? Trout delves into the blunders behind the brands and comes up with a series of lessons for future brand practitioners. In summation he covers the areas that can go wrong leaving no element unblamed from the essentially useless consultants to the disengaged, disinterested board to the preoccupation with growth at any cost to the dictatorial leadership. Also by Jack Trout: Positioning: The battle for your mind (Trout, Ries). (RR, Feb-02)