"Since its original publication, Differentiate or Die has become the bible for marketers who must find a way to separate their products and brands from the competition. Meanwhile, competition among similar products and services has only intensified - making differentiation even more important." "Full of practical case studies that show great differentiation in action, including new case studies from Russia and China, Differentiate or Die, Second Edition, shows you how to tap into core differentiating ideas like heritage, market leadership, and being first to emotionally connect customers to your products. In addition, this revision includes new research on brand commoditization, new insight on using buzz to your advantage, a new chapter on differentiating absolutely anything, and a detailed look at the perils of line extension in today's marketplace. These are only a few of the valuable, proven differentiation strategies included in the book, giving you unparalleled insight into one of marketing's most intractable problems."--BOOK JACKET.