In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with “branding” and instead focus on the real work of marketing: positioning. In fact, McGhie believes there’s no marketing problem or opportunity that can’t be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer’s stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand.
Drawing on his 30-year career working with some of world’s best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.

BRAND is a four letter word: Positioning and The Real Art of Marketing

Business & Money

McGhie, Austin

Management & Leadership

Advantage Media Group

Review\n"Branding powerhouse Austin McGhie has nailed it again in Find Your Difference. It turns out people are hardwired to notice what's different. So if you want to stand out—and who doesn't?—you have to be different. How hard is that? The answer is VERY HARD. Austin reveals the secrets to creating your difference so that you can separate from the crowd and win big." —Andy Cunningham, founder & CEO of Cunningham Collective and author of Get to Aha! Discover Your Positioning DNA and Dominate Your Competition.\n"The formula for producing true brand differentiation is one of the most explored and consistently least understood business topics. Find Your Difference is a fun, thought-provoking and ultimately pragmatic journey into the challenges and process of generating a truly differentiated position. A must-read for corporate executives and aspiring entrepreneurs hoping to breakthrough with impactful consumer focused innovation." —Paul Yanover, president of Fandango\n"At a time when courage seems in short supply, Austin McGhie's Find Your Difference provides inspiration to step outside of the conventional and forge a path to greatness. It should be required reading for any business stakeholder." —Kevin Goetz, founder & CEO of Screen Engine/ASI\n"[Find Your Difference] presents a thought-provoking case in favor of being different and our need to recognize our own failures to respect this crucial factor in building brands, product development and in our daily lives. McGhie urges us not to be afraid to be different but to embrace the times we feel like an outsider. Being different is a winning position." —Peter Stringham, retired chairman and CEO of the Young & Rubicam Group "If you're in the search for true success, then Find Your Difference by Austin McGhie is the book to read next. McGhie expertly explains why it pays to differentiate your business, your brand and yourself. Most importantly, McGhie provides the tools to overcome your fear of being different and find the bliss in being unique. A must-read for business owners, entrepreneurs, and anyone looking to be successful in life." 
--Sandra Shpilberg, Founder & CEO, Sanaby Health Acquisition Corporation, Adnexi and Seeker Health (exited). Author of New Startup Mindset: Ten Mindset Shifts to Build the Company of Your Dreams ...The author’s marketing chops pervade the book; his observations are insightful; his experience is germane; and the examples he uses are pertinent. McGhie’s writing style is conversational yet professional, and his passion for the subject is infectious. His viewpoint on difference is all-encompassing. In the end, he writes, difference isn’t just for marketing, but also for “creating change in the larger systems, customs and ideologies that govern our lives.” Shrewd advice any marketer would be wise to heed. -Kirkus Reviews\nThis book is for marketers. If you are selling anything—a product, a service, a company, an idea, a place, or a brand—you are a marketer.\nPart exploration and part exhortation, Find Your Difference is a unique collection of observations, case studies, and hard-earned lessons from marketing expert and BRAND Is a Four Letter Word author Austin McGhie. 
With humor and wisdom, McGhie makes the case for identifying your difference, highlights the importance of being distinctive, points out the “difference dampeners” that hold you back, and offers advice for creating real-world difference in business and in life. Here, you’ll learn: How to identify what makes your brand and products unique The top ten things to consider as you pursue difference A five-step plan for getting those around you prepared to “do different” 
No matter what you’re selling, difference is key to building an audience. This practical guide provides thought-provoking tips and strategies designed to challenge you, inspire you, and, most importantly, help you find your difference.

Find Your Difference: Challenging Conformity in Business and in Life

Marketing & Sales

Silicon Valley Press

See the best price to sell, buy, or rent books by McGhie, Austin. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by McGhie, Austin