The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying Book

I read this book since 9 years ago. Even today, the concept from this book is still valid and applicable to current business environment. It offers how a business can be unique in its field. As we cannot be everything to everyone, a business has to make a choice of its brand identity and must focus. It shows that even commodities can be differentiated and that product differentiation is not impossible, but difficult, and that "Economy of Speed" is important. The book emphasizes that we do not need just to differentiate but as well to communicate our difference, to be in the mind of our target customers. It gives you a lot of examples of what can be differentiating ideas. On the other hand, it as well remind you of the pitfall like how growth can destroy differentiation, and that you cannot differentiate everywhere with the same idea. It ends with how to maintain difference and that CEO must be involve. In conclusion, we must be different to stay competitive in the market.