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Differentiate or Die: Survival in Our Era of Killer Competition Paperback – 1 Dec 2008

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Product details

  • Paperback: 262 pages
  • Publisher: Westland Books Pvt Ltd; 2nd Revised edition edition (1 Dec. 2008)
  • Language: English
  • ISBN-10: 8189975722
  • ISBN-13: 978-8189975722
  • Product Dimensions: 14.7 x 21.9 x 1.7 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 3,659,383 in Books (See Top 100 in Books)

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Product Description

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.

From the Back Cover

Announcing an update of one of the best marketing books of all time. Differentiation has become a very big word in business thanks in great part to Differentiate or Die. It has been called one of the best marketing books of all time.∗ Because of its importance, Jack Trout and Steve Rivkin have updated it and added new material they wish they had written the first time around. Now it′s better than ever, with eighteen new case studies, completely updated material, and three new chapters. One offers extensive research on category commoditization. Another covers differentiation in the new world of buzz. The third new chapter reveals how you can differentiate anything using compelling, nonbusiness examples to prove this point. If you′ve read the First Edition, you′ll probably enjoy this new Second Edition even more. For a full understanding of differentiation today, keep this purple copy on your shelf next to the original red one. ∗The editors of Soundview Executive Book Summaries.

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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By Firestarter 35 on 6 Mar. 2011
Format: Hardcover
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 Amazon.com (beta)

Amazon.com: 17 reviews
4 of 4 people found the following review helpful
Win your Competition by Being Different in 2012 4 May 2012
By Jackie Paulson - Published on Amazon.com
Format: Hardcover
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
Excellent and easy read 13 Aug. 2010
By Sam - Published on Amazon.com
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
Don't try to be all things to all people 19 Aug. 2011
By Tina - Published on Amazon.com
Format: Hardcover
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.
Touchy-feely marketers beware 28 May 2014
By Chris - Published on Amazon.com
Format: Hardcover Verified Purchase
Jack Trout does an incredible job of sifting through the white noise of fuzzy marketing. He makes a very compelling case that consumers make decisions based on concrete knowledge, facts and direct information gleaned from advertising - not silly tag lines, slogans and imagery.

Although somewhat dated due to the companies used as examples, it is information that is must read for anyone in sales, marketing or business ownership. An interesting side note to the companies used, although at times a bit dated, it was still very interesting to read about what was happening to those companies ten years ago compared to where the are today (if in existence at all).
2 of 3 people found the following review helpful
Read it or lose 19 Jan. 2011
By Marketing Savvy - Published on Amazon.com
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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