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.
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