Will ein Unternehmen heute am Markt überleben, so muss es in der Lage sein, seine Produkte und Dienstleistungen gegenüber denen der Konkurrenz entsprechend zu differenzieren. Denn heute ist es einfach, die oft nur minimalen Produktunterschiede ganz schnell zu kopieren. Marketing-Guru Jack Trout betont, dass Unternehmen häufig nicht in der Lage sind, das stärkste emotionale und ganz besondere Attribut zu erkennen, das sie auszeichnet. Dadurch entstehen Defizite bei der Umsetzung einer einheitlichen Unternehmensstrategie. Differenzierung darf man aber nicht mit Branding gleichsetzen -…mehr
Will ein Unternehmen heute am Markt überleben, so muss es in der Lage sein, seine Produkte und Dienstleistungen gegenüber denen der Konkurrenz entsprechend zu differenzieren. Denn heute ist es einfach, die oft nur minimalen Produktunterschiede ganz schnell zu kopieren. Marketing-Guru Jack Trout betont, dass Unternehmen häufig nicht in der Lage sind, das stärkste emotionale und ganz besondere Attribut zu erkennen, das sie auszeichnet. Dadurch entstehen Defizite bei der Umsetzung einer einheitlichen Unternehmensstrategie. Differenzierung darf man aber nicht mit Branding gleichsetzen - Differenzierung ist das Wesentliche, worum es beim Branding geht. Die Autoren untersuchen verschiedene Beispiele erfolgreicher Differenzierungverfahren, die auf zentralen Ideen basieren, wie Tradition, Erbe, Marktführerschaft und als Erster die unbewussten Gefühle der Verbraucher erkennen. Dann erläutern sie, wie man die gewonnenen Informationen einsetzt, um erfolgreiche Produkte zu schaffen.
Jack Trout, einer der bekanntesten Namen in der Welt der Marketingstrategie, ist Geschäftsführer von Trout & Partners und Chef eines weltweiten Netzes von Niederlassungen. Er ist überaus beliebter Vortragender und Autor von mehreren Marketing-Bestsellern. Trout & Partners berät unter anderem AT&T, IBM, Merck, Southwest Airlines und Wells Fargo Bank.
Inhaltsangabe
The Tyranny of Choice
Whatever Happened to the U.S.P.?
Reinventing the U.S.P
Quality and Customer Orientation Are Rarely Differentiating Ideas
Creativity Is Not a Differentiating Idea
Price Is Rarely a Differentiating Idea
Breadth of Line Is a Difficult Way to Differentiate
The Steps to Differentiation
Differentiation Takes Place in the Mind
Being First Is a Differentiating Idea
Attribute Ownership Is a Way to Differentiate
Leadership Is a Way to Differentiate
Heritage Is a Differentiating Idea
Market Specialty Is a Differentiating Idea
Preference Is a Differentiating Idea
How a Product Is Made Can Be a Differentiating Idea
Being the Latest Can Be a Differentiating Idea
Hotness Is a Way to Differentiate
Growth Can Destroy Differentiation
Differentiation Often Requires Sacrifice
Being Different in Different Places
Maintaining Your Difference
Who Is in Charge of Differentiation?
Notes
Index
Chapter 1. The Tyranny Of Choice. Chapter 2. The Creeping Commoditization Of Categories. Chapter 3. Whatever Happened To The U.S.P.? Chapter 4. Reinventing The U.S.P. Chapter 5. Quality And Customer Orientation Are Rarely Differentiating Ideas. Chapter 6. Creativity Is Not A Differentiating Idea. Chapter 7. Price Is Rarely A Differentiating Idea. Chapter 8. Breadth Of Line Is A Difficult Way To Differentiate. Chapter 9. The Steps To Differentiation. Chapter 10. Differentiation Takes Place In The Mind. Chapter 11. Being First Is A Differentiating Idea. Chapter 12. Attribute Ownership Is A Way To Differentiate. Chapter 13. Leadership Is A Way To Differentiate. Chapter 14. Heritage Is A Differentiating Idea. Chapter 15. Market Specialty Is A Differentiating Idea. Chapter 16. Preference Is A Differentiating Idea. Chapter 17. How A Product Is Made Can Be A Differentiating Idea. Chapter 18. Being The Latest Can Be A Differentiating Idea. Chapter 19. Hotness Is A Way To Differentiate. Chapter 20. Growth Can Destroy Differentiation. Chapter 21. Differentiation Often Requires Sacrifice. Chapter 22. Being Different In Different Places. Chapter 23. Maintaining Your Difference. Chapter 24. Differentiation In The New World Of Buzz. Chapter 25. You Can Differentiate Anything. Chapter 26. Who Is In Charge Of Differentiation? Epilogue. Notes. Index.
Quality and Customer Orientation Are Rarely Differentiating Ideas
Creativity Is Not a Differentiating Idea
Price Is Rarely a Differentiating Idea
Breadth of Line Is a Difficult Way to Differentiate
The Steps to Differentiation
Differentiation Takes Place in the Mind
Being First Is a Differentiating Idea
Attribute Ownership Is a Way to Differentiate
Leadership Is a Way to Differentiate
Heritage Is a Differentiating Idea
Market Specialty Is a Differentiating Idea
Preference Is a Differentiating Idea
How a Product Is Made Can Be a Differentiating Idea
Being the Latest Can Be a Differentiating Idea
Hotness Is a Way to Differentiate
Growth Can Destroy Differentiation
Differentiation Often Requires Sacrifice
Being Different in Different Places
Maintaining Your Difference
Who Is in Charge of Differentiation?
Notes
Index
Chapter 1. The Tyranny Of Choice. Chapter 2. The Creeping Commoditization Of Categories. Chapter 3. Whatever Happened To The U.S.P.? Chapter 4. Reinventing The U.S.P. Chapter 5. Quality And Customer Orientation Are Rarely Differentiating Ideas. Chapter 6. Creativity Is Not A Differentiating Idea. Chapter 7. Price Is Rarely A Differentiating Idea. Chapter 8. Breadth Of Line Is A Difficult Way To Differentiate. Chapter 9. The Steps To Differentiation. Chapter 10. Differentiation Takes Place In The Mind. Chapter 11. Being First Is A Differentiating Idea. Chapter 12. Attribute Ownership Is A Way To Differentiate. Chapter 13. Leadership Is A Way To Differentiate. Chapter 14. Heritage Is A Differentiating Idea. Chapter 15. Market Specialty Is A Differentiating Idea. Chapter 16. Preference Is A Differentiating Idea. Chapter 17. How A Product Is Made Can Be A Differentiating Idea. Chapter 18. Being The Latest Can Be A Differentiating Idea. Chapter 19. Hotness Is A Way To Differentiate. Chapter 20. Growth Can Destroy Differentiation. Chapter 21. Differentiation Often Requires Sacrifice. Chapter 22. Being Different In Different Places. Chapter 23. Maintaining Your Difference. Chapter 24. Differentiation In The New World Of Buzz. Chapter 25. You Can Differentiate Anything. Chapter 26. Who Is In Charge Of Differentiation? Epilogue. Notes. Index.
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