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Differentiate or Die: Survival in Our Era of…
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Differentiate or Die: Survival in Our Era of Killer Competition (edition 2008)

by Jack Trout, Steve Rivkin

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1751119,897 (3.25)None
"Any damn fool can put on a deal, but it takes genius, faith, and perseverance to create a brand."-David Ogilvy In today''s ultra-competitive world, the average supermarket has 40,000 brand items on its shelves. Car shoppers can wander through the showrooms of over twenty automobile makers. For marketers, differentiating products today is more challenging than at any time in history yet it remains at the heart of successful marketing. More importantly, it remains the key to a company''s survival. In Differentiate or Die, bestselling author Jack Trout doesn''t beat around the bush. He takes marketers to task for taking the easy route too often, employing high-tech razzle-dazzle and sleight of hand when they should be working to discover and market their product''s uniquely valuable qualities. He examines successful differentiation initiatives from giants like Dell Computer, Southwest Airlines, and Wal-Mart to smaller success stories like Streit''s Matzoh and Connecticut''s tiny Trinity College to determine why some marketers succeed at differentiating themselves while others struggle and fail. More than just a collection of marketing success stories, however, Differentiate or Die is an in-depth exploration of today''s most successful differentiation strategies. It explains what these strategies are, where and when they should be applied, and how they can help you carve out your own image in a crowded marketplace. Marketing executives in all types of organizations, regardless of size, can learn how to achieve product differentiation through strategies including: * Revisiting the U.S.P. Rosser Reeves''s classic unique selling proposition approach, updated for today''s marketplace * Positioning Understanding how the mind works in the differentiating process * Owning an Idea Techniques to seize a differentiating idea, dramatize it, and make it your own * Competition How to use differentiating ideas against your competitors in the marketplace Consumers today are faced with an explosion of choices. In this environment, distinctive product attributes are quickly copied by competitors, perceived by consumers to be minimal, or both. Still, those who fail to differentiate their product or service in the mind of the consumer won''t stand a chance. Differentiate or Die outlines the many ways you can achieve differentiation. It also warns how difficult it is to achieve differentiation by being creative, cheap, customer oriented, or quality driven things that your competitors can do as well. Praise for Differentiate or Die "Another great book by the king of positioning!"-John Schnatter, CEO, Papa John''s International "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. "Trout and Rivkin marvelously illustrate that differentiation is the cornerstone of successful marketing." -Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University "We''ve built our business by being first-and executing best. Jack Trout and Steve Rivkin are doing the same, delivering the timely, powerful insights that will drive tomorrow''s marketing strategies. A must read for anyone looking to win in an unforgiving competitive marketplace."-Mike Ruettgers, CEO, EMC Corporation "Dotcom executives must learn the lessons of Differentiate or Die. If they don''t, I pity their investors."-Aaron Cohen, CEO, Concrete Media; Co-Founder, Bolt.com… (more)
Member:petrounias
Title:Differentiate or Die: Survival in Our Era of Killer Competition
Authors:Jack Trout
Other authors:Steve Rivkin
Info:Wiley (2008), Edition: 2, Hardcover, 272 pages
Collections:Your library
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Differentiate or Die: Survival in Our Era of Killer Competition by Jack Trout (Author)

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This audio is packed full of interesting branding concepts. One downside is that these concepts are stated as facts. Many times they say if a company had listened to them they would not have gone bankrupt, however there may have been other factors and they fail to mention the companies who didn’t listen to them that did fine. Also, the audio was relased in 2002 so some of their facts turned out to be incorrect like how convergence never works. That said one idea that really made sense to me was to sacrifice by holding back in order to differentiate. He suggests sacrificing in three ways: by staying focused on one kind of product, product attribute and target segment in a category.
"When companies are told they have to sacrifice, they often get very upset with the idea. After all, no one really wants to give up anything or get locked into what they feel is a limited market." Good news is "What you advertise, what you sell, and what you make money on can be three different things."
"Let's take Burger King as an example. They should advertise "Broiling, not frying," because that makes them different from McDonald's. Once people arrive, they can sell them chicken or fries or whatever. Who cares? And as for making money, that comes from selling soft drinks, which certainly doesn't need advertising." ( )
  GShuk | Jun 5, 2010 |
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Trout, JackAuthorprimary authorall editionsconfirmed
Rivkin, SteveAuthorsecondary authorall editionsconfirmed
Cullen, PatrickNarratorsecondary authorsome editionsconfirmed
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"Any damn fool can put on a deal, but it takes genius, faith, and perseverance to create a brand."-David Ogilvy In today''s ultra-competitive world, the average supermarket has 40,000 brand items on its shelves. Car shoppers can wander through the showrooms of over twenty automobile makers. For marketers, differentiating products today is more challenging than at any time in history yet it remains at the heart of successful marketing. More importantly, it remains the key to a company''s survival. In Differentiate or Die, bestselling author Jack Trout doesn''t beat around the bush. He takes marketers to task for taking the easy route too often, employing high-tech razzle-dazzle and sleight of hand when they should be working to discover and market their product''s uniquely valuable qualities. He examines successful differentiation initiatives from giants like Dell Computer, Southwest Airlines, and Wal-Mart to smaller success stories like Streit''s Matzoh and Connecticut''s tiny Trinity College to determine why some marketers succeed at differentiating themselves while others struggle and fail. More than just a collection of marketing success stories, however, Differentiate or Die is an in-depth exploration of today''s most successful differentiation strategies. It explains what these strategies are, where and when they should be applied, and how they can help you carve out your own image in a crowded marketplace. Marketing executives in all types of organizations, regardless of size, can learn how to achieve product differentiation through strategies including: * Revisiting the U.S.P. Rosser Reeves''s classic unique selling proposition approach, updated for today''s marketplace * Positioning Understanding how the mind works in the differentiating process * Owning an Idea Techniques to seize a differentiating idea, dramatize it, and make it your own * Competition How to use differentiating ideas against your competitors in the marketplace Consumers today are faced with an explosion of choices. In this environment, distinctive product attributes are quickly copied by competitors, perceived by consumers to be minimal, or both. Still, those who fail to differentiate their product or service in the mind of the consumer won''t stand a chance. Differentiate or Die outlines the many ways you can achieve differentiation. It also warns how difficult it is to achieve differentiation by being creative, cheap, customer oriented, or quality driven things that your competitors can do as well. Praise for Differentiate or Die "Another great book by the king of positioning!"-John Schnatter, CEO, Papa John''s International "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. "Trout and Rivkin marvelously illustrate that differentiation is the cornerstone of successful marketing." -Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University "We''ve built our business by being first-and executing best. Jack Trout and Steve Rivkin are doing the same, delivering the timely, powerful insights that will drive tomorrow''s marketing strategies. A must read for anyone looking to win in an unforgiving competitive marketplace."-Mike Ruettgers, CEO, EMC Corporation "Dotcom executives must learn the lessons of Differentiate or Die. If they don''t, I pity their investors."-Aaron Cohen, CEO, Concrete Media; Co-Founder, Bolt.com

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