Category Archives: Brand Positioning

Brand differentiation: a key plank in the branding platform

A differentiated brand stands outIn building a brand platform from which your branding strategies, decisions, elements and activities will arise; the most significant plank is probably the way you plan to differentiate your brand.

This is how you will determine your positioning strategy. It is the thing that will set you apart from competitors in the minds of your customers and prospects.

So I will devote several blogs to this subject.

In this post I’ll generally speak to the importance of differentiation and delineate some guidelines in formulating a differentiation strategy. Then in subsequent posts I’ll describe several approaches and differentiating concepts. Continue reading Brand differentiation: a key plank in the branding platform

Can being customer-oriented differentiate your company?

All smart retailers aim for customer serviceJack Trout, along with Steve Rivkin, wrote a book called Differentiate or Die. It’s a book I’ve valued and used as my guide to the differentiation aspect of my brand audit process.

They speak of those things most marketers believe to be important differentiators for their brands that really aren’t that unique and defendable. Price is one. So are quality, creativity and breadth of line. And the one I want to address today: customer orientation. Continue reading Can being customer-oriented differentiate your company?

Target marketing or brand exclusivity: one in the same?

Seth Godin, one of the most insightful and innovative marketing/branding gurus around, has a blog I hardly ever miss.

Just before Christmas he blogged about exclusivity. The passage that caught my eye and resonated with me was just this: Continue reading Target marketing or brand exclusivity: one in the same?