 Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison
ISBN: 978-0-471-76807-4
Paperback
240 pages
January 2006
US $16.95
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JOE CALLOWAY is a consultant on branding and competitive positioning whose client list reads like a Who's Who in business—from newspapers in Sweden, hotels in Great Britain, and computer companies in South Africa to world brands like BMW and IBM. He speaks frequently on business trends and has been inducted into the International Speakers Hall of Fame.
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