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Differentiate or Die: Survival in Our Era of Killer Competition Kindle Edition
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A disciple of the marketing guru Rosser Reeves, who introduced the concept of the "unique selling proposition," Trout relays his vision of what can help you differentiate in blunt, tell-it-like-it-is prose. First he breaks the bad news that product quality, advertising creativity, price advantage, and breadth of product line are rarely successful ways to differentiate your business. Consumers expect the best quality, he says; they don't think it's a bonus. In the same vein, your competitor can slash prices just as quickly as you. After dismissing these common marketing techniques as futile, Trout concentrates on which differentiating ideas will set you apart from the pack: Being first (and staying there), owning a discernible attribute, having a heritage, becoming the preference of a particular consumer group, or even being the most recent arrival in a product arena are just some of these useful differentiates. Though the book's fast and quippy narrative style may leave some readers looking for more substance behind his adamant assertions, Trout's recommendations act as inspirational spurts of energy. A slim manual packed with punchy points, Differentiate or Die won't take you long to read but could make a lasting--you guessed it--difference to the success of your business. --S. Ketchum --This text refers to an alternate kindle_edition edition.
- File Size : 1558 KB
- Word Wise : Enabled
- Publisher : Wiley; 1st Edition (May 2, 2008)
- Language: : English
- ASIN : B000U5I6QU
- Publication Date : May 2, 2008
- Print Length : 240 pages
- X-Ray : Not Enabled
- Text-to-Speech : Enabled
- Enhanced Typesetting : Not Enabled
- Lending : Enabled
- Best Sellers Rank: #1,038,809 in Kindle Store (See Top 100 in Kindle Store)
- Customer Reviews:
Top reviews from the United States
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Mr Trout is doing something he said was not a good practice in Advertising (see Positioning): Line Extension. The good parts of this book you will find in his previous books, maybe with different phrases and examples.
The other thing that is hurting is that he is trying to give advice in areas where he has limited knowledge and experience.
Looking at some titles of the chapters in this book you will find:
Chapter 4 - Quality and Customer Orientation are rarely differentiating Ideas.
Toyota and Honda achieved a position in the mind of customers worldwide that they make high quality products for a good price. Well, it will be difficult for the other automakers, who are actually working to catch up in quality, to differentiate themselves on quality, for they are also runs. I would say that is a hell of a strategy, maybe is not for everyone, but them differentiation is by definition for a few, and not for everybody.
How many companies have positioned themselves as high quality products? Does it pay? Go ask Nikon, Zeiss, Leica, Volvo, Patek Philippe...
Chapter 5 has as title: "Creativity is not a differentiating Idea"
I guess I cannot believe that Mr. Trout has read his own phrase. Does he mean that lack of creativity is a differentiating Idea? Does not make sense. I think quite the opposite, when you are not able to create something unique, is when you go out trying to do something else to differentiate yourself.
I have seen creativity applied to Advertising, the results were fantastic. In Brazil, sometime ago, Brastemp, (a Home Appliances company with financial links with Whirlpool) run an ad campaign that stressed the Quality of Brastemp products using the phrase: " it is not a Brastemp !". Each ad told a story about something (not related to appliances) and the concluding remarks would be " it is not a Brastemp !". The phrase got so popular, that became incorporated as an expression of our language. The end result was that Brastemp established itself in the market so strongly that still today people in Brazil position Brastemp as the top quality producer of home appliances. In the mind of the Brazilian consumer Brastemp is top quality, better than GE, Electrolux, ex-Westinghouse, etc...
I have seen creativity applied to Product Design with similar results.
This book should be read with a critical eye, for it has some impressive phrases but when you think a second time and compare with some practical experience you find problems.
I am not an advertising professional, I just enjoy reading books that come with good new ideas.
It is thin - value chain is not in the index, and customers (satisfaction) are only listed once - how can you seek ways to improve your market position without a detailed ( = quantitative) review of where you sit in the value chain or to know exactly what the customer wants (rather than what you can tart up from the current catalogue.
It's a good checklist - otherwise it would have been just two stars.
Other Trout books are very good - this one appears to be harvesting the reputation rather than adding to it.
Especially on the Web wherein web sites, and their content seem to just be copycats of each others format and delivery; there has to be a way to catch the consumer's eye and make an impact.
This books does a good job of making this point very clear, and potential strategies to achieve differentiation.
This book is a very good read.