Since Differentiate or Die published 7 years ago, competition for mindshare in a world of lookalike products and services has only intensified. This may explain why trade sales of this marketing classic have gone up during the past year, now that product differences are rapidly and easily copied. The message of the book is that companies often fail to see what their most emotionally powerful and unique attribute is, and management fails to implement a consistent strategy to emphasize that attribute throughout the company. Trout explains how to use core ideas like heritage, market leadership, and being first, to rationalize consumers unconscious emotions so that managers can bind these ideas to their products. This is Trouts brilliant solution to the challenge of differentiation, in a world of me-too products. Differentiation is different from branding; it is the essence of what branding is about. In this revised edition, Trout demonstrates successful differentiation through examples from around the world, using core ideas like heritage, market leadership, and being first to rationalize consumers unconscious emotions so that managers can bind them to products. This revised edition features updated examples from Russia and China, new research on brand commoditization, new information on differentiation in the new world of Buzz, a new chapter on differentiating anything, a strengthened Specialization chapter, and an in-depth explanation of the perils of line-extension and how it undermines differentiation.
Book Details:
- Author: Jack Trout
- ISBN: 9780470223390
- Year Published: 2008
- Pages: 272
- BISAC: BUS058000, BUSINESS & ECONOMICS/Sales & Selling / General
About the Book and Topic:
Since Differentiate or Die published 7 years ago, competition for mindshare in a world of lookalike products and services has only intensified. This may explain why trade sales of this marketing classic have gone up during the past year, now that product differences are rapidly and easily copied. The message of the book is that companies often fail to see what their most emotionally powerful and unique attribute is, and management fails to implement a consistent strategy to emphasize that attribute throughout the company. Trout explains how to use core ideas like heritage, market leadership, and being first, to rationalize consumers unconscious emotions so that managers can bind these ideas to their products. This is Trouts brilliant solution to the challenge of differentiation, in a world of me-too products. Differentiation is different from branding; it is the essence of what branding is about. In this revised edition, Trout demonstrates successful differentiation through examples from around the world, using core ideas like heritage, market leadership, and being first to rationalize consumers unconscious emotions so that managers can bind them to products. This revised edition features updated examples from Russia and China, new research on brand commoditization, new information on differentiation in the new world of Buzz, a new chapter on differentiating anything, a strengthened Specialization chapter, and an in-depth explanation of the perils of line-extension and how it undermines differentiation.
REVISED EDITION OF A BESTSELLER: The first edition sold 82,000 copies in cloth and paper. TROUT NOW A REGULAR COLUMN ON FORBES.COM. TROUT IS ONE OF THE MARKETING GURUS OF ALL TIME: He is co-author, with Al Ries, of Positioning, one of the bestselling marketing books ever published, as well as the bestsellers, Marketing Warfare and The 22 Immutable Laws of Marketing. CONTAINS 18 NEW CASE STUDIES, UPDATES, THREE NEW CHAPTERS AND AN EPILOGUE.
About the Author
Jack Trout is president of Trout s most prestigious marketing firms with offices in 13 countries. He is recognized as a guru of marketing, and was a co-creator of the seminal idea of positioning. He is the author of the best-selling classics Positioning: The Battle for Your Mind and Marketing Warfare, among others. Steve Rivkin founded Rivkin & Associates, Inc., a marketing and communications consultancy, in 1989. He has a diverse background in marketing, advertising, naming, identity, corporate communications, public affairs, and journalism. Mr. Rivkin is the co-author of five books on marketing and communications strategy, including Differentiate or Die. He is a frequent speaker on marketing and communication topics, and has appeared at hundreds of seminars, conferences, and retreats in the US, Europe, and Southeast Asia.