Sunday, April 29, 2012

MAKING DIFFERENTIATION A HABIT


You know how they say, "Talk is cheap"? Many times the people who say this really mean that talking about something is easy, but actually doing it, well, that's another matter. We marketers hear a lot of talk about differentiation ? more specifically, about the necessity of making one's brand meaningfully differentiated versus the competition, starting with the brand's positioning strategy. But if we're really honest with ourselves, most brand positioning strategies are not differentiated in any meaningful way. This week, continuing on our last week's theme of "Marketect Differentiation," we take a look at what is required to make differentiation a habit.

To view this article in its entirety directly from our website, please click on the appropriate link below. We have provided a pdf link if that is your preferred method of viewing and also a hand-held version.
Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).

The DISPATCHESTM for April 29, 2012 can be found here:

A printer / handheld friendly version can be found here:

It is also available in PDF here:

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