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Differentiate or Die: Survival in Our Era of Killer Competition Hardcover – March 7, 2008
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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 intensifiedmaking 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 oftenusing 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.
More About the AuthorsDiscover books, learn about writers, read author blogs, and more.
Top Customer Reviews
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
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.
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.
I read it and have read it again over 5 times. This book will brand you, whether as the leader in your organization, a salesperson, or whatever position you hold. Think of Apple and you'll think of the company's/product's simplicity and differentiation among its competitors. They successfully did what this book describes in beautiful and easy to read detail. If you can successfully brand yourself, you can do great things.
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).
It DOES, however, mean keep it fresh in the customer's mind which is an elusive cat in itself! The Book on Business from A to Z: The 260 Most Important Answers You Need to Know.
Most Recent Customer Reviews
I have learned so much from this book, was funny, information and really makes you think!! Everyone needs to read this book to be successful!!Published 21 months ago by Pam
Liked all the referencing of well known brands. This book is a must read for all entrepeneurs, CEO's and everyone who can effect a brand.Published 22 months ago by terrakidd
Lots of out-dated business anecdotes, with a few good axioms about brand positioning thrown in.
Like most business books, you will get all of the important info you need... Read more
As someone who owned an advertising and marketing agency, this was must reading years ago when it first came out. And it still is today. Read morePublished on June 17, 2013 by Janice K. Adams
Great book, loved it.
Very clearly articulates USP, the importance of differentiation and what could be used to differentiate. Read more
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... Read more