A newly revised and expanded edition of the revolutionary business classic, Differentiate or Die, Second Edition shows you how to differentiate your products, services, and business in order to dominate the competition. Veteran marketing guru Jack Trout uses real-world examples and his own unique insight to show you how to bind customers to your products for long-term success and loyalty. This edition includes new case studies, new research, and updated examples from around the world.
Differentiate or Die
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Book Description
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Editorial Reviews
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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Customer Reviews
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
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
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
By Sam
Format:Hardcover|Amazon 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.
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
By Tina
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.
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.
Most Recent Customer Reviews
5.0 out of 5 stars
Loved it. One of the best read on branding and positioning
Great book, loved it.
Very clearly articulates USP, the importance of differentiation and what could be used to differentiate. Read more
Very clearly articulates USP, the importance of differentiation and what could be used to differentiate. Read more
Published 4 months ago by Jas
2.0 out of 5 stars
the usual
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
the author uses a self congratulatory style which contradicts the fact that most of the stuff has been known... Read more
Published 11 months ago by Stephan Uhrenbacher
5.0 out of 5 stars
The Title Says it ALL!!
I'm a big fan of the tenets in this book. The title is obviously dramatic but makes the core point. What we often fail to recognize is that "differentiation" doesn't have to mean... Read more
Published 19 months ago by Ted Whetstone
5.0 out of 5 stars
Awesome
I run marketing for a 500MM+ company and this is a mandatory read that I give someone when I hire them
Published 22 months ago by BK
5.0 out of 5 stars
Read it or lose
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... Read more
Published on January 19, 2011 by Marketing Savvy
3.0 out of 5 stars
A Marketing Classic
This book is well worth reading. Classic marketing.
Just, when he gets on the subject of high technology, ignore those parts. Read more
Just, when he gets on the subject of high technology, ignore those parts. Read more
Published on December 6, 2010 by RogerOutWest
5.0 out of 5 stars
Best Marketing book ever
Simply the best Marketing book ever written. A must read if you want to be a success
Published on September 17, 2009 by Brian kilpatrick
3.0 out of 5 stars
if you are not USA local, you will be bored
Maybe, I am spoiled by Dan Kennedy's books about marketing, but I found this book very decent for 2008. Very decent and a written in "old school" style. Read more
Published on August 21, 2008 by Rolands Petrevics
5.0 out of 5 stars
Incredible
Definitely it is a must read for all the bussines people. Jack Trout is the best
Published on May 16, 2008 by Lucio Gonzalez
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