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The cover of Different

Different

Youngme Moon

Why do companies in the same category end up looking alike, and how can a brand break away from the herd?

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At a glance

Author
Youngme Moon

Why read it

  • You will see why companies that keep following the same best practices as their rivals end up offering near identical products
  • You will learn that a brand can grow by rejecting its category's usual promise, as Dove did when it debunked the beauty myth
  • You will question whether your own industry rewards sameness, and judge what a meaningful and compelling offer would look like to a customer

Who it is for

  • A marketer whose competitors all copy the same features
  • A product lead tired of launching one more look alike offer
  • A business student wary of frameworks learned by rote

Contents

  1. introduction
  2. a preview
  3. the herd
  4. instinct
  5. the paradox
  6. of progress
  7. the category blur
  8. (how we cope)
  9. escaping
  10. the herd
  11. reversal
  12. breakaway
  13. hostility
  14. difference
  15. marketing myopia,
  16. revisited
  17. sign-off
  18. addendum
  19. (NOTES AND OTHER MISCELLANY ON SOME OF THE BRANDS MENTIONED IN THIS BOOK)
  20. VOSS/FIJI Water
  21. The Heavenly Bed
  22. Google
  23. IKEA
  24. JetBlue
  25. In-N-Out Burger
  26. Sony AIBO
  27. Pull-Ups
  28. Cirque du Soleil
  29. Swatch
  30. Alessi
  31. MINI Cooper
  32. Red Bull
  33. Birkenstock
  34. Marmite
  35. A Bathing Ape
  36. Hollister
  37. Benetton
  38. Apple
  39. Harley-Davidson
  40. Dove Real Beauty

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