This webinar from Soundview features the marketing expertise of Jack Trout, as presented in Differentiate or Die, and related books by Mr. Trout.

Business today has become a battle of brands. In just about every category, you have an endless choice: Dog food has 180 brands. Water has 50 brands. If you need a cough or cold remedy there are 134 brands. In this environment you must supply a reason to buy yours over the many others. This is why a point of difference is the cornerstone of a brand, not a meaningless slogan. The problem is to learn how to distinguish a slogan from a real difference. Too many of today’s programs are nothing but sloganeering. Of course the trick is to figure out how to find that difference and set up a benefit for your product or service.

Surprisingly, there are many ways to separate yourself from your competitors. Some are product focused but others revolve around things like heritage, leadership or specialization. This presentation outlines these ways and examples of how successful companies have come up with that differentiation and offers examples of those whom have not. It also outlines the simple, four-step process that you must follow if you are to succeed. The bottom line: In today’s very competitive world, if you don’t have a point of difference, you had better have a very low price.

The MP3 recording from this event as well as a book summary for Differentiate or Die will be available to listen to or download from your Online Library immediately after check-out.

About the Speaker
Jack Trout

Jack Trout is President of Trout and Partners, one of the most prestigious marketing firms in the United States, with offices in 13 countries and a client list that includes ATT, IBM, Merrill Lynch, Sears and other fortune 500 companies. Recognized as one of the influential gurus of marketing, Trout was the first to popularize the idea of "positioning” products and ideas in the minds of consumers. A sought-after speaker, he is the author of numerous marketing classics including the bestselling Positioning: The Battle for Your Mind, The 22 Immutable Laws of Marketing and 1998’s The Power of Simplicity.

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