Distinguish yourself or die

This is not only the title, but above all the conclusion of Jack Trout and Steve Rivkin's classic. What the two wrote five years ago is even more true today than it was then, because people, companies, products and services are becoming more and more alike. Trout, who has written numerous bestsellers, and Rivkin complain that many companies are not even able to say what makes them special, how they stand out from the crowd. Without knowing what makes them different, they cannot build a strong brand - differences are the core of a brand and therefore the basis for branding. Trout and Rivkin describe various successful differentiation measures, explain how they work and why they are successful. In typical Trout fashion, the book is written in an entertaining and understandable way and is therefore well worth reading.
> Differentiate or die by Jack Trout and Steve Rivkin; John Wiley & Sons, 2001, 230 pages, 31.20 francs.