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Branding and Differentiation


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Quick primer on branding and differentiation - cliff notes from "Differentiate or Die"

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Branding and Differentiation

  1. 1. confidential Branding and Differentiation
  2. 2. Branding Differentiation Agenda
  3. 3. Current Situation – Who are We ?
  4. 4. 4
  5. 5. 6
  6. 6. 9
  7. 7. 11
  8. 8. 12
  9. 9. 18 What do you perceive the XXXXXX brand to be?
  11. 11. 20 Explosion of Choice Item Early 1970s Late 1990s Vehicle Models 140 260 Bottled Water 16 50 Levi’s Jean Styles 41 70 Contact Lenses 1 36 Soft Drinks 20 87
  12. 12. Unique Selling Proposition Buy this product and you will get this specific benefit Competition cannot or does not offer. Must be unique or a claim not otherwise made in the field Must be so strong that you can pull over new customers Rosser Reeves, circa 1960
  13. 13. Psychology of Choosing Intuitives • Big Picture – ‘next generation’ Thinkers • Analytical, precise, logical – ‘ergonomic design’ Feelers • Feelings of others – “choice of experts” Sensors • Just the facts Samurai Selling, Karen Sage 1995 Choosing amongst multiple offerings is based on differences
  14. 14. What is Differentiation ? Differentiation is about how your Prospect perceives you with respect to the competition It’s in the mind of the Prospect
  15. 15. 24 Product Positioning & Differentiation Positioning is NOT the same as Differentiation Positioning is a statement that distinctly defines the product in its market and against its competition over time Differentiation is about how your Prospect perceives you with respect to the competition – It’s in the mind of the Prospect
  16. 16. 25 What Makes Differentiation Difficult ? Quality and Customer Orientation • Customers expect this from you and your competitors Creativity • Too vague Price • The enemy of differentiation - Not sustainable Breadth of Line • Too easy for competitors to copy you
  17. 17. 26 Steps for Differentiating Logical Argument • Cogent, Compelling, Convincing, Valid, Clear, Showing Skill in thinking or Reasoning Make Sense in the Context • What’s the Marketplace heard or registered Find the Differentiating Idea • To be different is to be not the same. To be unique is to be one of its kind Have the Credentials • How can you demonstrate your credentials Communicate Your Difference • You can’t over-communicate your difference
  18. 18. 27 How Can I Differentiate ? Being First Owning An Attribute Leadership Heritage Market Speciality Preference How A Product Is Made Being the Latest Hotness
  19. 19. 28 Being First Minds don’t like to change People feel the first is the original Once you’re first you have to stay first
  20. 20. Owning An Attribute Characteristic, peculiarity or distinctive feature Products are a mixture of attributes What makes a product unique is being known for one of these attributes Sometimes the opposite of an attribute works Using a negative attribute for your competition BMW driving Volvo safety Mercedes engineering Jaguar styling Toyota and Honda reliability Ferrari speed
  21. 21. 30 Leadership The most powerful way to differentiate People buy what others buy Sales Leadership • Toyota Camry best selling car in America • Ford Explorer top SUV Technology Leadership Performance Leadership
  22. 22. 31 Heritage Natural psychological importance A substitute for leadership BTW You can use a competitors heritage against them Most American Vodkas look Russian Stolichnaya is different. It is Russian
  23. 23. 32 Market Specialty People are impressed with those who concentrate on a specific activity or product Perceived as Experts BUT sometimes there’s too many specialists
  24. 24. 33 Preference What other people think is correct Better when your claim stands up to scrutiny Lexus and JD Power
  25. 25. 34 How a Product Is Made Magic Ingredient – often patented White Castle hamburgers
  26. 26. 35 Being the Latest Don’t be better, be next No one wants obsolete technology Intel…286, 386, 486, Pentium…. Don’t solve a non-existent problem Don’t mess with Tradition It must be better
  27. 27. 36 Hotness When you’re hot, the world should know you’re hot People are like sheep – they like to know what’s hot Ways to be hot • Sales • Industry Ratings • Industry Experts • The Press can make you hot
  28. 28. Differentiation Often Requires Sacrifice