In today’s ultra-competitive world, the average supermarket has 40,000 brand items on its shelves. Car shoppers can visit the showrooms of over twenty auto makers. Differentiating products today is more challenging than at any time in history, yet it remains a key to a company’s survival.
In Differentiate or Die, best-selling author Jack Trout takes marketers to task for taking the easy route of high-tech razzle-dazzle and sleight of hand instead of marketing their product’s uniquely valuable qualities. He examines successful differentiation initiatives—from giants like Wal-Mart to tiny Trinity College—to determine why some succeed and some fail. The author outlines the many ways to achieve differentiation, while also warning of how difficult it is to achieve differentiation by being creative, cheap, customer oriented, or quality driven, things that your competitor can do as well.
Jack Trout is president of Trout & Partners, a marketing firm with offices in thirteen countries and a client list that includes AT&T, IBM, Sears, Merrill Lynch, and other Fortune 500 companies. He was the first to popularize the idea of “positioning” products in the minds of consumers. He is a sought-after speaker and the author of numerous marketing classics.
Steve Rivkin, the coauthor of The New Positioning and The Power of Simplicity, is head of his own communications consulting firm, whose clients include Kraft Foods, Olin Corporation, and Horizon Health System. He is based in Glen Rock, New Jersey.
©2000 Jack Trout; (P)2001 Blackstone Audiobooks
"Differentiate or Die differentiates itself on the groaning marketing bookshelf with its lucid prose, its clear vision of the future marketplace…and its sensible solutions for surviving the frenzied competition we’re sure to find there." (Dan Rather, CBS News)
"What I like about Differentiate or Die is the book’s emphasis on the power of logic, simplicity, and clarity—getting to the essence of a problem. In Silicon Valley, attributes like that can make the difference between having lunch and being lunch." (Scott McNealy, CEO, Sun Microsystems, Inc.)
This book presents a strong, compelling argument for the need to differentiate your brand from others, with many examples to prove the author's points. Relevant to our modern business climate and engaging all the way to the end. The kind of thing you'll listen to more than once if you're involved in marketing, advertising, or brand building.
I'm sure the information is valuable but the narration is painful! I could not make it through the first 30 minutes as the narrator himself seemed to have no idea what he was reading. The voice was that of a bad robot, proving that ALL differentiation in not necessarily GOOD differentiation.
it is a great book but I cannot tell you how many times I had to back it up to hear what was said...the editor took ALL pauses out. there are no pauses in the reading and it is hard to listen too.....the sample does represent the reading
Nothing earth shattering here, but many good stories and reminders of Jack Trout's differentiation message that he has been preaching for years.
Hiya! I listen this book, not once but twice, preparing for thrice, and this book is for ..Starting up a new business, improving your current on going business practices, put this book in any context of your Business and it will change the Business ! it will take u to the sky! but remember as Jack Trout said...evolve! like Nokia, Gillete etc. So fasten your seat belt mate and take a cool journey of how to improve the business by having the lessons from that book, and yes! this is my Business Bible and me & my friend are focusin on that book while doing the preparration for our Business!
San Jose, CA
Yes, it gives you with clear examples of everyday how marketing strategies succeed or not
the last half of the book
at the beginning you feel the book is a bad book, but after the first quarter, you realize the book is a gem in marketing!
This ties in with other books I have read on Lean, Communications and business - has given me the most important points of Marketing
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