Jack Trout
ISBN: 0-471-02892-4
Paper
240 pages
October 2001

Differentiating your company's products and services from the competition has become the key to survival today when product differences are rapidly and easily copied or perceived to be minimal. But marketing guru Jack Trout points out that companies often fail to identify their most emotionally powerful unique attribute--thus management cannot implement a consistent strategy to convey it throughout the company. Differentiation today is different from branding--it is the essence of what branding is about. Trout and Rivkin examine successful examples of differentiation that use core ideas--like heritage, market leadership, or being first to uncover consumers' unconscious emotions. They then show how to use this information to create winning products.