Differentiation – why isn’t it easier?

We have the privilege of working with marketers from many of the world’s leading companies. It seems to me that it is becoming more and more difficult to develop crisp, well-understood, and accurate marketing differentiation messaging, even for market leaders. This is, in part, due to the increasingly competitive landscape, where product portfolios have become broader over time, and functional overlap has replaced distinctive capabilities. Another contributing factor is how numerous companies have expanded into multiple markets, diluting their once-unambiguous positioning.

Differentiation is the process of clearly articulating an objectively defined difference in a product, service, or company – a difference that is meaningful and valuable to the intended market. (What we may think of our differences is far less important than what our customers and prospects think.)

Do you honestly know what your clear and unequivocal differentiation is?

This entry was posted in CEO Corner and tagged , . Bookmark the permalink.

Tell us your thoughts

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s