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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