There are few words as often used in
brand-building and marketing as the word "differentiated." Usually
that word is preceded by an important, qualifying adverb:
"meaningfully." And in conversations around these two words, the
subjects are typically products and product claims: we want them all to be as
meaningfully differentiated in the minds of our consumers or customers as
possible. After all, you win in the market with better-performing,
"meaningfully differentiated" products, right? Unfortunately, not
nearly as much as in years past. That's why, more than ever, we need
differentiated ideas -- to win with.
view this article in its entirety directly from our website, please click on
the appropriate link below. We have also provided both a pdf link and a
hand-held device link to allow for your preferred method of viewing. However,
please note that depending upon the configuration of your particular computer, it
may be necessary for you to copy and paste the address rather than just
clicking on it.
you experience any problem in opening any of these links, please contact Lori
Vandervoort at firstname.lastname@example.org or call 800-255-9831 (620-431-0780).