Be unique and different. Simple, eh? You don't need a book to tell you that, do you? Apparently, we business folk do. "POP!: Stand Out In Any Crowd" (Perigee, 223 pages) by Sam Horn is just that--a prescription for how to position your business as unique and different.
Why even be original? As Horn explains, it's not enough to be competent or even the best at what you do; you have to be perceived as the only one that delivers what you offer. Horn has spent the past two decades preaching to large corporations and small businesses about the need for the right identity.
In "POP," Horn walks readers through what it takes to differentiate ideas and concepts, how to effectively brand them and then communicate value propositions to prospects.
Why be imaginative in branding? Consider this. Would you use something called "Optimized Search Engine?" Probably not. How about "Google?" The masses went wild for this.
While the writing may seem sophomoric, "POP" can teach solution providers a lot about branding, positioning and developing the right elevator pitch.
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