product differentiation
4 posts
Understanding The Value Gap
You may have noticed how commonplace complimentary gift wrapping has become this festive season. In years gone by this service was offered by bigger department stores or as a fundraiser for charities in local shopping centres. This year though it seems that every retailer from the bookstore to the p
Acts Of Differentiation
One reason we market to customers, beyond our desire to create brand awareness, is to communicate how and why our products are different and better than those of the competition. Of course, how products are created and experiences are designed can be differentiators. But we sometimes overlook opport
The Facts Are Overrated
Since the new Model 3 Tesla was unveiled just over two weeks ago 400,000 people (who have never test driven or sat in one) have paid $1000 to place an order. And while the price of this latest model makes it accessible to more people it’s clearly not what’s driving these organic sales. Think about…
The Key To A Great Product Story
As an entrepreneur or business leader, you will inevitably be asked how your product or service is different from your competitor’s. Often this question comes from someone who isn’t even a potential customer (but that’s another story). Our fallback position is to lead with features and benefits. We
