Like this article? PLEASE +1 it! Evan Signature
Evan Carmichael Top Header about About Home Profiles articles Tools forums inspirational quotes About facebook Twitter YouTube Blog

brand differentiation Tagged Articles



The Fear of Differentiation
Building a unique small business brand requires some courage. Why are unique brands so scarce while middle of the road products, services, retail stores, etc dominate the business landscape? My theory is that it has something to do with an innate fear (we all have) of being different. In a branding context, this poses a problem because differentiation is one of the key elements in the development of a great brand. So how do small business owners face the fear of differentiation?
2008 Global Brand Trends letter
A yearly letter authored by Stanley Moss, reviewing the state of international branding. This year's letter addresses sustainability, CSR, place branding, social networking, the cult of celebrity, the luxury category, measurement. The letter concludes with different points of view on the question "What is a brand?"

Other brand differentiation Related Articles

The Fear of Differentiation
Building a unique small business brand requires some courage. Why are unique brands so scarce while middle of the road products, services, retail stores, etc dominate the business landscape? My theory is that it has something to do with an innate fear (we all have) of being different. In a branding context, this poses a problem because differentiation is one of the key elements in the development of a great brand. So how do small business owners face the fear of differentiation?
The Science of Differentiation
There is enough evidence in the annals of branding to convince even the most skeptical small business owner that differentiation is a critical component of building a successful brand – yet there are very few that embrace the concept. For those of you that are not convinced, there is another way to look at differentiation - through brain science. The human brain, in its mysterious glory, thrives on differentiation.
A case for rebranding - catalysts for brand revitalization
Rebranding, whether a product or an entire brand, is a serious endeavour. The overall need for rebranding is based on the basic premise that just as people change their style of clothes, hairstyles and home decorating, so brands need to keep up with the times and changing market and consumer dynamics. At the same time, rebranding can be undertaken to fix errors made earlier in a product’s development, to create new consistency across products, or conversely, to take advantage of the benefits of product differentiation and market segmentation.
Differentiation-Based Leadership: Three questions that every leader must ask
The more competition you face, the greater the need to highlight the differentiation -- the unique advantage of your product or service -- in order to succeed in the marketplace. Differentiation-based leadership places the onus of grasping, defining and communicating that differentiation on the shoulders of the leader, and extends the concept to encompass every area of business -- including the leader him or herself. Using differentiation as the central principle of strategic competitive advantage, these are the three questions that every leader must ask.
Market Positioning: What is it and how do you do it!
Very few items on the market today have universal appeal. Even when dealing in basic commodities like table salt or aspirin, marketing people have gone to all sorts of extremes to create brand awareness and product differentiation. If your product or service is properly positioned, prospective purchasers or users should immediately recognize its unique benefits or advantages and be better able to assess it in comparison to your competition's offering.

Account Planning, Management & Development
As markets tighten and market competition increases, it becomes increasingly difficult for companies to achieve product differentiation in their market place. As such, businesses will find it harder and harder to optimise their profits unless they develop effective strategies to achieve differentiation. One way to accomplish this is through the enhancement of customer intimacy.

Lesson #2: “I watch and learn. And I’m still watching and learning.”
Armed with both a Bachelor of Engineering and an MBA, Wilson has taken his fair share of educational courses, but the one he found the most valuable was one called “Consumer and Buyer Behaviour”. “It helped me understand things like product differentiation,” says Wilson, “how to make marketing memorable; advertising; the impact of brand logo and positioning, and post-purchase dissonance.”
SMB-Speak: Getting your Foot in the Door
As we all know, small businesses believe that differentiation is a strategic advantage when competing with large corporations for a customer's business. Talking about differentiation is one thing; demonstrating it is another altogether.
Your Brand is More than a Logo or a Tagline
Many people in business believe their logo and slogan make up their corporate brand. And while they are integral to a company’s image, there is so much more to what a brand really encompasses.Your company's brand is its evidence of distinction. Your company's brand strategy is the adoption of that brand by everyone in the company and the process by which the promise of that brand is delivered to your customers.
Interconnectedness, Bridge-building, Values living and growing your business
Look for ways where your products/services build bridges between divides and disconnects. There is differentiation in doing so. Look for ways where your products/services remove recklessness and increase responsibility and accountability. There is differentiation in doing so. Are your values virtues? i.e. Are what you stand for and believe in, mirrored in your actions? And are you bringing these things to your markets? There is differentiation in doing so.
Featured Article

Bottom Footer



Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Name:
Email:
Popular Articles

Counselling - Who Needs It?

What Is The Foundation for Your Vision?
Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.