Assignment On

Book Summery
Course Title: Brand Management
Course Code: MKT523

Submitted To
Mushtaque Ahmed
Adjunct Faculty
Department of Business Administration
East West University

Submitted by
Farsia Binte Alam
ID: 2020-2-95-034

Date of Submission: 13th November, 2021

 DIFFERENTIATE OR DIE
(BY JACK TROUT)

Today’s marketplace is exceptionally crowded. For every product or service, there are a number
of direct and indirect competitors. To succeed, you have to stand out from the crowd. You need
to offer something nobody else can match. In other words, you need to differentiate yourself.
Any company’s ultimate and sustainable competitive advantage is its ability to differentiate
itself from all its competitors. Differentiation is the process of identifying, amplifying and
communicating what makes you different. Otherwise in this competitive era it is difficult to
keep pace in the market place. Surprisingly, quality and customer orientation rarely work as
good ways to differentiate, a product or brand only rarely. Similarly, price is often not a good
long-term difference creator because it’s too easy for competition to match lower prices. Being
first is one such factor which has a substantial advantage. Leadership is another effective tool
according to Trout to make the differentiation.

Summery
To succeed, create a remarkable category to differentiate yourself or you will be eliminated

Zero to One
(BY Peter Theil)
Zero to One is full of counter-intuitive insights of Peter Theil that will help you to rethink the
future prosperity of any company. Zero to one approaches in a unique way of building
innovative startups. Horizontal progress will lead to copy things only whether vertical progress
indicates the whole new things. For that one should adopt monopoly which is a powerful
incentive. Excellent sales and distribution can create a monopoly even if the product itself isn’t
much different from its competitors. In a world of scarce resources, globalization without new
technology is unsustainable. To ensure success, a startup needs proprietary technology that’s
significantly better than the competition. Today’s best practices lead to dead ends, the best
paths are new and untried. So if anyone want to exist is this vastly improved future, finding
value in unexpected places, and thinking about business from first principles instead of
formulas probably the last option, going from zero to one.

Summery
The biggest leaps in progress are vertically creating value from zero to one and not 1 to “n”
which leads to failure