Plateauing volumes, eroding margins, sales lost to that competitor with an inferior product. What you feel in your gut is probably true—the market views you as just another supplier. You’re becoming a commodity. Continue reading
Posts Tagged “brand differentiation”
Another Valentine’s Day has come and gone. And hopefully you found a way to express your love and passion for those close to you.
In his Oscar-winning role as a television celebrity in the 1976 movie “Network,” actor Peter Finch played news anchor Howard Beale who was told he was being laid off due to the low ratings of his news program.
So here’s a thought: A brand, by definition, must be distinctive from other brands or it isn’t really a brand at all. And on top of that, the distinction must be deliverable. No vaporware as far as your brand goes. … Continue reading
There’s a creative execution graveyard out there. It’s the dreary place where good ideas for your brand are buried.
In this new age of business communications, a dense jungle has been growing wildly around us.
B2B companies are beginning to understand the power of brands in the marketplace. Being the number one brand in a marketplace makes you a target for competitive brands, but also an easier brand sell to the target audience.
Developing a truly powerful business brand that covers all your internal and external marketing needs isn’t easy. In fact, it’s a lot of work.
Like the law of gravity, principles have always existed. They are always in force whether you choose to recognize them or not.