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 20 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, best selling 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 fail.
Differentiate or Die outlines the many ways you can achieve differentiation. It also warns how difficult it can be to achieve differentiation by being creative, cheap, customer-oriented, or quality-driven - things that your competitor can do as well.
