Jack Trout, one of the most respected marketing gurus in the world, shows why some of today's biggest brands are having trouble and how to avoid repeating their mistakes. With the help of in-depth case studies chronicling the events leading up to the falls from grace of Sears, Miller Brewing, Xerox, Crest, Burger King, and other past market leaders, he identifies the ten most common mistakes that big brands make, and he develops a set of expert guidelines for marketing managers and executives on how to build, protect, manage, and expand their companies' brands and avoid brand-killing blunders.

"Once again, Jack Trout manages to get to the very heart of what makes companies great and what makes them fail. Unlike so many others, Jack seems to write with the CEO in mind –frank,straightforward, and dead-on."

--Rick Fersch, President and CEO, Eddie Bauer, Inc.

The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail"Big Brands, Big Trouble is a crisp indictment of marketing executives who ought to be shouldering more responsibility. It is packed with useful insights about how to manage innovation."

--Clayton Christensen, Author

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