Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison

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John Wiley & Sons, Aug 14, 2003 - Business & Economics - 223 pages
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Learn how extraordinary companies do what they do so well, and obtain the tools and ideas you need to emulate them. Full of case studies and personal reflections by leaders of exceptional companies, this book is designed to help anyone transform their run-of-the-mill business into an extraordinary company–whether you operate a multinational corporation or a mom-and-pop shop. Calloway doesn’t offer any mumbo-jumbo or flavor-of-the-day buzzwords, just simple lessons that lead to real, proven results.

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Becoming a category of one: how extraordinary companies transcend commodity and defy comparison

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Price, product, and even quality don't cut it anymore when it comes to rising above the competition. So says brand consultant Calloway, who offers an energetic piece on branding, company culture ... Read full review


We Just Decided to Go
Know Who You Are
Success Means You Know What Used to Work
The Commodity Trap
Your Brand Is Everything
The Three Rules
The New Customer Reality
Case StudyTractor Supply Company
The Heart of a Category of One Performer
About the Author

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About the author (2003)

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 Speaker's Hall of Fame. Joe owns an award-winning restaurant in Nashville, Tennessee, where he lives with his wife, Annette, and daughter, Jess.

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