Differentiate or Die

Differentiate or Die

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.

A revision of the handbook that taught marketers to differentiate in order to dominate the competition

Since Differentiate or Die was published seven years ago, competition for mindshare in a world of look-alike products and services has only intensified. The message of the book is more important than ever: that companies often fail to recognize their own most powerful and unique attribute and fail to implement a strategy that emphasizes and supports that attribute. Differentiation is not branding, but the essence of what branding is about. Trout demonstrates successful differentiation through examples from around the world, using core ideas like heritage, market leadership, and "being first" to rationalize consumers' unconscious emotions so that managers can bind them to products. This revised Second Edition includes new and updated examples, new research, fresh case studies, a deeper discussion of specialization, and an in-depth explanation of the ways line-extension can undermine differentiation.

Jack Trout (Greenwich, CT) is President of Trout Partners, one of the most prestigious marketing firms in the United States with offices in 13 countries. He is the author of several marketing classics, including Big Brands Big Trouble (978-0-471-41432-2). Steve Rivkin (Glen Rock, NJ) is President of Rivkin & Associates, a marketing and communication consultancy.

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Jack Trout, einer der bekanntesten Namen in der Welt der Marketingstrategie, ist Geschäftsführer von Trout & Partners und Chef eines weltweiten Netzes von Niederlassungen. Er ist überaus beliebter Vortragender und Autor von mehreren Marketing-Bestsellern. Trout & Partners berät unter anderem AT&T, IBM, Merck, Southwest Airlines und Wells Fargo Bank.

Inhaltsangabe

- Chapter 1. The Tyranny Of Choice

- Chapter 2. The Creeping Commoditization Of Categories

- Chapter 3. Whatever Happened To The U.S.P.?

- Chapter 4. Reinventing The U.S.P

- Chapter 5. Quality And Customer Orientation Are Rarely Differentiating Ideas

- Chapter 6. Creativity Is Not A Differentiating Idea

- Chapter 7. Price Is Rarely A Differentiating Idea

- Chapter 8. Breadth Of Line Is A Difficult Way To Differentiate

- Chapter 9. The Steps To Differentiation

- Chapter 10. Differentiation Takes Place In The Mind

- Chapter 11. Being First Is A Differentiating Idea

- Chapter 12. Attribute Ownership Is A Way To Differentiate

- Chapter 13. Leadership Is A Way To Differentiate

- Chapter 14. Heritage Is A Differentiating Idea

- Chapter 15. Market Specialty Is A Differentiating Idea

- Chapter 16. Preference Is A Differentiating Idea

- Chapter 17. How A Product Is Made Can Be A Differentiating Idea

- Chapter 18. Being The Latest Can Be A Differentiating Idea

- Chapter 19. Hotness Is A Way To Differentiate

- Chapter 20. Growth Can Destroy Differentiation

- Chapter 21. Differentiation Often Requires Sacrifice

- Chapter 22. Being Different In Different Places

- Chapter 23. Maintaining Your Difference

- Chapter 24. Differentiation In The New World Of Buzz

- Chapter 25. You Can Differentiate Anything

- Chapter 26. Who Is In Charge Of Differentiation?

- Epilogue

- Notes

- Index