DIFFERENTIATE OR DIE Author: Jack Trout
About the Book
In Differentiate or Die, bestselling author Jack Trout 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 products uniquely valuable qualities. He examines successful differentiation initiatives from giants like Dell Computer, Southwest Airlines, and Wal-Mart to smaller success stories like Streits 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 this book is an in-depth exploration of today’s most successful differentiation strategies. 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 market
* 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