Differentiate or Die: Survival in Our Era of Killer Competition (Paperback)

The task of getting and building that differentiation is actually pretty simple. Few alternatives exist. You can be the first and hang in there as the most real choice (Coca-Cola). You can have a heritage that is more authentic than the alternative (Stolychnaya, the Russian vodka, in its initial positioning). You can have a differentiated product (toothpaste with baking soda and whiteners, when no one else has both). You can be the newest and most up-to-date (the latest Intel microprocessor). And a few others are offered up.

If it's that simple (something any fifth grader could grasp and apply at some level), why do most people miss this point? The authors do a good job of looking at the organizational thinking that goes on in many companies that creates a stall in this area. I thought that was a unique and very valuable contribution to the subject of proper branding and marketing.

A trap for many companies has been to focus on the latest management fad rather than create and increase perceptual differentiation (which can be partly based on physical differentiation). Some of the fads that the authors warn against include too much focus on quality, price promotions, and line extensions of existing brands. Although they do approve of everyday lower prices if you have the business model to sustain it (like Wal-Mart and Southwest Airlines do).

I liked the point (that was repeated often) about increased competition making it more difficult to obtain and sustain a differentiated position in the marketplace.

Overall, I think this book is the best summary of how to think about branding and marketing in the right way and overcome the stalled thinking that normally harms organizations of all types and sizes.

Well done!

This book analyses common mistakes such as brand extension and creative advertising and extols common sense marketing to enable brands to achieve or maintain market leadership through differentiation. Although the book is a great read, don't expect to learn anything new - we've heard this all before but, plainly, just aren't listening.

The book relies on recent and not so recent (American) examples of marketing mistakes and successes to underline its main theme - selling difference. In certain instances the new economy is alluded to and incorporated into the author's theory, particularly the role of the Internet in weakening the role of price as a differentiator. The majority of examples are old economy though and many are old favourites - Dell differentiating itself by selling direct, the Coke/Pepsi wars etc.

The book provides a convincing argument for protecting the brand and how to stand out in an increasingly crowded marketplace, it's easy to read, and a good, solid dose of common sense. However, it is very American in its use of examples and in some instances the cultural differences between the US and the UK cast doubt on the author's recommendations.

For a light, reader friendly reminder of why your business is not doing as well as you think it should - treat this book as a refresher course on marketing differentiation. Sound business sense, but we've read many other books like it and will do so for many years to come.