Acclaim for Jack Trout’s BIG BRANDS,BIG TROUBLE "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 of The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail "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. "Jack Trout invented the modern marketing book–fast, furious, full of attitude and examples. He’s pushed the boundaries even further this time, looking not only into the past but predicting some of the big losers of the next decade. This book should keep marketing veeps in large corporations awake walking the floor."–Sam Hill, author of 60 Trends in 60 Minutes "Everything Jack Trout writes makes so much sense."–John Schnatter, CEO, Papa John’s International, Inc. "Learning from mistakes is the greatest gift you can get. Read this gift!"–Ken Blanchard, coauthor of The One Minute Manager and High Five! "You’re holding the Aesop’s (Business) Fables for this age of discontinuity. Jack Trout’s observations ring true for EMC where we’ve managed to stay out of trouble by anticipating the next thing."–Mike Ruettgers, Executive Chairman, EMC "Understanding branding is the key to success. This book shows you how."–Harry Paul, coauthor of Fish!: A Remarkable Way to Boost Morale and Improve Results "It’s ‘True Trout’–clear, concise, and actionable. It’s the best book I’ve read on stewarding big brands in today’s competitive environment."–Bob Waldron, President, Yoplait-Colombo "Nobody understands marketing and brand building like Jack Trout."–Bill Samuels, President and CEO, Maker’s Mark Bourbon