» » Differentiate or Die: Survival in Our Era of Killer Competition

Download Differentiate or Die: Survival in Our Era of Killer Competition epub

by Patrick Cullen,Steve Rivkin,Jack Trout

In today's ultra-competitive world, the average supermarket has forty thousand brand items on its shelves. Car shoppers can wander through the showrooms of over twenty auto makers. Differentiating products today is more challenging than at any time in history, yet it remains a key to a company's survival, the heart of successful marketing. In Differentiate or Die, bestselling author Jack Trout takes marketers to task for taking the easy route of high-tech razzle-dazzle and sleight of hand instead of working to discover and market their product's uniquely valuable qualities. He examines successful differentiation initiatives from giants like Dell Computer, Southwest Airlines, and Walmart to smaller success stories like Streit's Matzoh and Connecticut's tiny Trinity College to determine why some marketers succeed while others struggle and fail. The author outlines the many ways to achieve differentiation, while also warning of how difficult it is to achieve differentiation by being creative, cheap, customer oriented, or quality driven--things that your competitor can do as well. Carve out your own image in a crowded marketplace. This book can help.
Download Differentiate or Die: Survival in Our Era of Killer Competition epub
ISBN: 0786196866
ISBN13: 978-0786196869
Category: Business
Subcategory: Management & Leadership
Author: Patrick Cullen,Steve Rivkin,Jack Trout
Language: English
Publisher: Blackstone Audiobooks; Unabridged edition (October 1, 2001)
ePUB size: 1534 kb
FB2 size: 1675 kb
Rating: 4.4
Votes: 163
Other Formats: lrf rtf docx lrf

Haven't listened to all of this audio CD yet, but there's some good principles. However, there is a couple of negatives I could say about it: 1) Very boring voice; 2) Huge amount of repetition, both within the book itself, and within some of the other titles by the same author (22 immutable laws of marketing, 22 immutable laws of branding, Positioning etc.) - once you've read or heard one of these, you've heard Jack Trout's principles on marketing, broadly speaking. ; 3) Not saying the principles are all flawed by any means, but some are a little dated and probably need to be brought into the 21st century bearing in mind the electronic age we live in. By the way, on the subject of the book The 22 Immutable Laws of Marketing, there is an interesting website where Augustine Fou pulls it to pieces - not saying I agree with it all, but makes interesting reading alongside the book. Just Google Augustine Fou and find his review - called The 22 Immutable Laws of Marketing No Longer Apply.
Jack Trout returns to make his now-familiar argument that brand positionings have to be very differentiated in the customer's mind to create a successful business. The reason for this: Customers have little time or patience for those who offer nothing different than everyone else.

The task of getting and building that differentiation is actually pretty simple. Few alternatives exist. You can be the first and hang in there as the most real choice (Coca-Cola). You can have a heritage that is more authentic than the alternative (Stolychnaya, the Russian vodka, in its initial positioning). You can have a differentiated product (toothpaste with baking soda and whiteners, when no one else has both). You can be the newest and most up-to-date (the latest Intel microprocessor). And a few others are offered up.

If it's that simple (something any fifth grader could grasp and apply at some level), why do most people miss this point? The authors do a good job of looking at the organizational thinking that goes on in many companies that creates a stall in this area. I thought that was a unique and very valuable contribution to the subject of proper branding and marketing.

A trap for many companies has been to focus on the latest management fad rather than create and increase perceptual differentiation (which can be partly based on physical differentiation). Some of the fads that the authors warn against include too much focus on quality, price promotions, and line extensions of existing brands. Although they do approve of everyday lower prices if you have the business model to sustain it (like Wal-Mart and Southwest Airlines do).

I liked the point (that was repeated often) about increased competition making it more difficult to obtain and sustain a differentiated position in the marketplace.

Overall, I think this book is the best summary of how to think about branding and marketing in the right way and overcome the stalled thinking that normally harms organizations of all types and sizes.

Well done!