The first chapter of this market shaping book is available online - view chapter one

A breakthrough formula for making your brand the inevitable choice of customers, investors, and employees

In a highly connected world, it’s not enough that customers trust your brand. It’s not even enough that they love your products. Success—the sustainable dominating kind—comes from convincing your customers that your whole company is not just the best choice, it’s the inevitable choice.

Based on an intensive study of 20,000 consumer and corporate buyers, marketing and communications experts Ron Ricci and John Volkmann have identified the success factor that all market leaders share: momentum. And what company doesn’t want to have momentum? It’s something every organization, every product, and every brand strives for. Simply put, momentum is differentiation and, if managed properly, the means to sustaining customer loyalty. More importantly, momentum is the single most

momentum: How Companies Become Unstoppable Market Forces By Ron Ricci John Volkmann Harvard Business School Press Publisher Contact (617) 783-7764 Email Publicity Manager

In MOMENTUM: How Companies Become Unstoppable Market Forces (HBS Press; Publication: November 14, 2002), Ricci and Volkmann share the results of these extensive interviews to show companies how to successfully manage differentiation with consumers to achieve and maintain momentum. They reveal precisely why and how new and evolving market forces work, and what impact these changes have on how people perceive the brands they buy.

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Beyond sheer motion—momentum means mass, speed, and direction

Beyond sheer motion, momentum means mass, speed, and direction, in context to a value proposition so compelling that all constituents in a given marketplace believe it—and want to go there with you. It’s the trajectory “must-have” status with customers—to be not just the best choice, but the inevitable choice, to be an unstoppable force in the minds of customers, with a nearly unassailable market position. MOMENTUM details how to get it and keep it and also introduces a unique “momentum index” that will enable corporate communication strategists and brand managers alike to:

Measure their market dominance relative to their competitors and other leading companies

Diagnose their strengths and weaknesses as market leaders

Develop an action plan for sustaining or strengthening their position

For anyone responsible for managing or communicating about a company and its brands, this book shows how to ride momentum to industry dominance.