Announcing an update of one of the best marketing books of all time. Differentiation has become a very big word in business thanks in great part to Differentiate or Die. It has been called one of the best marketing books of all time.* Because of its importance, Jack Trout and Steve Rivkin have updated it and added new material they wish they had written the first time around. Now it's better than ever, with eighteen new case studies, completely updated material, and three new chapters. One offers extensive research on category commoditization. Another covers differentiation in the new world of buzz. The third new chapter reveals how you can differentiate anything using compelling, nonbusiness examples to prove this point. If you've read the First Edition, you'll probably enjoy this new Second Edition even more. For a full understanding of differentiation today, keep this purple copy on your shelf next to the original red one. *The editors of Soundview Executive Book Summaries. Announcing an update of one of the best marketing books of all time. Differentiation has become a very big word in business thanks in great part to Differentiate or Die. It has been called one of the best marketing books of all time. The Tyranny of Choice 1(11) The Creeping Commoditization of Categories 11(8) Whatever Happened to the Unique Selling Proposition? 19(8) Reinventing the Unique Selling Proposition 27(8) Quality and Customer Orientation Are Rarely Differentiating Ideas 35(10) Creativity Is Not a Differentiating Idea 45(10) Price Is Rarely a Differentiating Idea 55(12) Breadth of Line Is a Difficult Way to Differentiate 67(8) The Steps to Differentiation 75(8) Differentiation Takes Place in the Mind 83(10) Being First Is a Differentiating Idea 93(10) Attribute Ownership Is a Way to Differentiate 103(14) Leadership Is a Way to Differentiate 117(8) Heritage Is a Differentiating Idea 125(12) Market Specialty Is a Differentiating Idea 137(8) Preference Is a Differentiating Idea 145(10) How a Product Is Made Can Be a Differentiating Idea 155(10) Being the Latest Can Be a Differentiating Idea 165(10) Hotness Is a Way to Differentiate 175(6) Growth Can Destroy Differentiation 181(10) Differentiation Often Requires Sacrifice 191(8) Being Different in Different Places 199(8) Maintaining Your Difference 207(10) Differentiation in the New World of Buzz 217(8) You Can Differentiate Anything 225(10) Who Is in Charge of Differentiation? 235(8) Epilogue 243(2) Notes 245(6) Index 251