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From the Inside Flap
Consumers today have an endless number of choices among products that are virtually identical. Short of slashing your prices and wrecking your margins, differentiating is the only way to gain market share and win.
Since its original publication, Differentiate or Die has become the bible for marketers who must find a way to separate their products and brands from the competition. Meanwhile, competition among similar products and services has only intensified—making differentiation even more important.
In this fully updated edition of Differentiate or Die, Jack Trout and Steve Rivkin bring the book in line with all the newest ideas and recent changes in marketing. Trout doesn′t pull any punches, taking marketers to task for going the easy route too often—using high–tech razzle–dazzle or advertising sleight of hand to woo customers. The only way to truly differentiate yourself is by marketing the product′s uniquely valuable qualities.
Full of practical case studies that show great differentiation in action, including new case studies from Russia and China, Differentiate or Die, Second Edition, shows you how to tap into core differentiating ideas like heritage, market leadership, and being first to emotionally connect customers to your products. In addition, this revision includes new research on brand commoditization, new insight on using buzz to your advantage, a new chapter on differentiating absolutely anything, and a detailed look at the perils of line extension in today′s marketplace. These are only a few of the valuable, proven differentiation strategies included in the book, giving you unparalleled insight into one of marketing′s most intractable problems.
From the classic "unique selling proposition" approach to the ins and outs of product positioning, this book contains all the best, most effective strategies for differentiating your product from the competition in tight quarters.
Jack Trout is President of Trout & Partners Ltd. (www.troutandpartners.com), one of the nation′s most prestigious marketing firms with offices in twenty–two countries. He is recognized as a top marketing guru and is the creator of the revolutionary concept of positioning. He is also the coauthor of the bestselling classic Positioning, among many other titles.
Steve Rivkin is founder of Rivkin & Associates LLC (www.rivkin.net), a marketing and communication consultancy. He is coauthor of five books on marketing and communication strategy and is a frequent speaker at seminars and conferences around the world.
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Customer Reviews
The style is pithy and concise - like the concept. Everything is in bite sized chunks. There isn't much that is new in terms of thinking, but what makes this worth buying and reading is the examples of the application of this thinking on modern day brands.
They have great suggestions (and warnings) throughout the book:
* If you try to do everything, your brand will lose focus. It will no longer be clear what you are really about.
* Don't be afraid to brag about your accomplishments. Those are a point of differentiation.
* Too much growth can actually be a distraction, moving your focus away from the original message.
* Solid marketing skills and staying open to innovation is a must.
* Think about what makes you different and promote it as a benefit.
Differentiate or Die is an excellent read for any business, whether you are just getting started or have been around for a long time.
If you need motivation to stay on top in the 21st Century than read this book. All you need to do is look into what your competition is NOT doing and DO that! That one thing you do will make a difference and you will beat the competition. Trout & Rivken's book is about the importance of differentiating yourself from your competitors. Trying to be all things to all people is a mistake. Instead, find a niche and focus your efforts there.
Helpful tips for you from the authors include;
1. Take marketing classes that are up to date in the 21st century
2. Promote what makes you special and different from your competitors
3. Do your marketing and competition research before branding
4. It is okay to get help from experts in your field
5. Stay focused on your message and if things get out of hand, go back to your basic mission statement or elevator pitch
6. Never give up or lose your focus
© 2012 Jackie paulson
It DOES, however, mean keep it fresh in the customer's mind which is an elusive cat in itself! The Book on Business from A to Z: The 260 Most Important Answers You Need to Know.
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