Different when the exception dictates the rule - by Youngme Moon

How can we explain the hegemony of Google, which among the content megaportals has become the number one website on the internet offering the least benefits on the homepage? And the success of Dove's campaign for True Beauty, in which the stars were not topmodels but ordinary women? These brands have become a reference in the category for being different, and it is based on them – and others of equal impact – that Youngme Moon interprets the fascinating world of consumption through the prism of differentiation. Different is written from a unique and precise perspective, in order to teach how to stand out in an increasingly standardized market, where all products competing in a given category look the same thanks to marketing specialization. from an informal conversation with someone who has thought deeply about how our society works: the herd behavior, the anti-marketing, the hostility to the consumer. The message that Youngme Moon conveys in the book indicates a curious position outside the competitive maelstrom that leads nowhere. The author combines lessons from research, case studies on companies – such as Google and Red Bull – and classroom experiences to tell stories of anticonformists. The result is an intelligent deconstruction of the strange and wonderful consumer culture through the prism of differentiation, an unusual look at what is displayed on supermarket shelves.