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Differentiate or Die: Survival in Our Era of Killer Competition

Differentiate or Die: Survival in Our Era of Killer Competition [Kindle Edition]

Jack Trout , Steve Rivkin
4.0 out of 5 stars  See all reviews (1 customer review)

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Product Description

Product Description

A newly revised and expanded edition of the revolutionary business classic, Differentiate or Die, Second Edition shows you how to differentiate your products, services, and business in order to dominate the competition. Veteran marketing guru Jack Trout uses real-world examples and his own unique insight to show you how to bind customers to your products for long-term success and loyalty. This edition includes new case studies, new research, and updated examples from around the world.

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. (, 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 (, 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.

Product details

  • Format: Kindle Edition
  • File Size: 430 KB
  • Print Length: 276 pages
  • Page Numbers Source ISBN: 0470223391
  • Publisher: Wiley; 2 edition (28 Dec 2010)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B004I8UYGU
  • Text-to-Speech: Enabled
  • X-Ray:
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: #300,914 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Finding decent books on advertising and marketing that are contemporary is incredibly hard. Differentiate or Die is a solid piece of writing that offers real insights and the kind of clarity you used to get from large ad agencies before they forgot about content and focussed on form - mainly learning about how to use digital channels in a brand centric way.

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.
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Most Helpful Customer Reviews on (beta) 4.1 out of 5 stars  17 reviews
3 of 3 people found the following review helpful
5.0 out of 5 stars Win your Competition by Being Different in 2012 4 May 2012
By Jackie Paulson - Published on
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
4 of 5 people found the following review helpful
5.0 out of 5 stars Excellent and easy read 13 Aug 2010
By Sam - Published on
Format:Hardcover|Verified Purchase
I am a USA local and the products presented are pretty good examples. This is a book on the subject of "differentiation" though, not one on products.
As a person using the material in this book, I hesitate to tell how good it is actually. Because if everyone used this then there would be more competition. But it seems plain, not everyone will get the material so I can use it to my own advantage.
In conjunction with "positioning", this is fundamental material that can be used in a very valuable way in marketing or selling. The book clearly explains how homogeneity comes up short. Bill is like Bob. Jill is like Jane. Etc. Who should I buy from? Read the book and find out. Or better yet, think it's not as the positive reviews say and leave all the opportunity for us. This book should be a secret in boardrooms, but you realize while reading it that it's probably not.
1 of 1 people found the following review helpful
2.0 out of 5 stars the usual 15 Jun 2012
By Stephan Uhrenbacher - Published on
Format:Kindle Edition|Verified Purchase
While it is great to be reminded of the value of differentiation,
the author uses a self congratulatory style which contradicts the fact that most of the stuff has been known for a long time.
1 of 1 people found the following review helpful
4.0 out of 5 stars Don't try to be all things to all people 19 Aug 2011
By Tina - Published on
Your company isn't the only game in town, so how can you be competitive and stay in business in this economic environment? 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.

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.
2 of 3 people found the following review helpful
5.0 out of 5 stars Read it or lose 19 Jan 2011
By Marketing Savvy - Published on
Format:Hardcover|Verified Purchase
The second edition is worth the investment, even if you read the original back in the 90's. Trout's examples are US-centric but then he is a US citizen who's been watching and advising US and other brands for decades. For those in tech sectors who can't apply the B2C examples into B2B practice, read it again. Its all there. Still amazing how so few, marketers have employed these straightforward behavior science principals in their business strategies, still exhibit fear of focus and fail to comprehend the value of the word "only."
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Popular Highlights

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“What do you have on offer? How are you different from others in the category? How are you better? Do you represent values that are valuable to me and make me feel valued? How are you differentiated from the others?” &quote;
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Anything that others could claim just as well as you can, eliminate. Anything that requires a complex analysis to prove, forget. Anything that doesn’t fit with your customers’ perceptions, avoid. &quote;
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If you ignore your uniqueness and try to be everything for everybody, you quickly undermine what makes you different. &quote;
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