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Title: Differentiate or Die : Survival in Our Era of Killer Competition by Jack Trout ISBN: 0-471-35764-2 Publisher: John Wiley & Sons Pub. Date: 17 March, 2000 Format: Hardcover Volumes: 1 List Price(USD): $24.95 |
Average Customer Rating: 4.19 (32 reviews)
Rating: 3
Summary: distractions
Comment: Trout's book builds on Rosser Reeves' premise in his 1961 book REALITY IN ADVERTISING about the unique selling proposition. (Trout acknowledges this and dedicates the book to Reeves.) Trout's book essentially is Reeve's Trout's thesis is basically Reeves's but with new examples. That makes for not a lot of startling revelations here. In short chapters, Trout distinguishes differentiating factors (such as being first, leadership, market specialty) from stuff that falls outside of such factors, like creativity, price, and quality. Trout makes the argument that fast growth can be a wicked distraction and get in the way of successful differentiation. But while he trots out some examples of this (ESPN's rollout of other cable offerings, for example), there's nothing here that makes a compelling case about why fast growth and differentiation can't go hand in hand. Fast growth can be a distraction from any aspect in business; the trick is to figure out how to manage it. That's not something that you'll get here.
Rating: 3
Summary: too obvous examples
Comment: Even though Jack Trout has tried to illustrate his theory by many diverse examples, moslty those examples have been obvious. However, troughout the book he clearly makes a point: do things in 'unique' way, otherwise other competitors will take the market share.
Rating: 2
Summary: Yet most brands survive without being different
Comment: This book is largely a restatement of Trout (and Ries) previous assertions that brands have to stand out, get noticed in a world cluttered with brands. That's fine. Where this book goes wrong is when it flogs the old idea of having to have a unique selling proposition or 'competitive advantage'. This is a tiny part of real world marketing and competition.
Most brands are highly similar to competitor brands, or with differences too subtle for buyers to care about. And much of competition is about staying similar to competitors.
Yet without being perceived to be much different brands still survive and even thrive. Consumers aren't looking for different, they are looking for a brand they know is good (enough). They have lives ! The marketing battle is to get into the consideration set.
Like other brands this book sells because many people have heard of Jack Trout and because it doesn't say anything different. If it was really different from other marketing books/magazines and told marketers something different from the accepted gospel it wouldn't sell so well.
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Title: Positioning: The Battle for Your Mind by Al Ries, Jack Trout ISBN: 0071373586 Publisher: McGraw-Hill Trade Pub. Date: 13 December, 2000 List Price(USD): $12.95 |
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Title: The 22 Immutable Laws of Branding by Al Ries, Laura Ries ISBN: 0060007737 Publisher: HarperCollins Pub. Date: 17 September, 2002 List Price(USD): $18.95 |
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Title: The 22 Immutable Laws of Marketing : Exposed and Explained by the World's Two by Al Ries ISBN: 0887306667 Publisher: HarperBusiness Pub. Date: 27 April, 1994 List Price(USD): $15.95 |
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Title: The New Positioning: The Latest on the World's #1 Business Strategy by Jack Trout ISBN: 0070653283 Publisher: McGraw-Hill Trade Pub. Date: 01 May, 1997 List Price(USD): $12.95 |
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Title: Marketing Warfare by Al Ries, Jack Trout ISBN: 0070527261 Publisher: McGraw-Hill Trade Pub. Date: 01 November, 1997 List Price(USD): $14.95 |
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