Winning Customers:

Differentiation Strategy

Four Steps of Your Differentiation Strategy

How To Develop an Effective Differentiation Strategy

Business e-Coach   Success 360   Emfographics

 Vadim Kotelnikov, founder of 1000ventures - personal logo   Kore 10 Tips   One World, One Way, icon, logo 

Adapted from Differentiate or Die, Jack Trout with Steve Rivkin

1. Make Sense in the Context of the Category
Arguments are never made in vacuum.
Your numerous competitors are trying to make arguments on their own. Your message has to start with what the marketplace has heard and registered from your competition get a quick snapshot of the perceptions that exist in mind, not deep thoughts. Focus on the perceptual strengths and weaknesses of you and your competitors as they exist in the minds of the target group of customers. The timing for your differentiating idea should be right if you are too early or too late you'll go nowhere.

Virtuoso Marketing

2. Find the Differentiating Idea
There many ways to set your company, product, or service apart. Your differentness does not have to be product related it can be anything that separates you from your competitors. The trick is to find that difference and then use it to set up a
benefit for your customer >>>

3. Have the Credentials
Claims of difference without proof are just claims. Consumers are skeptical. You must have the credentials to support your differentiating idea if you wish to build a logical argument for your difference. It's like being in the court of public opinion. If you have a product/service difference, you should be able to demonstrate that difference, which in turn, becomes your credentials.  >>>

4. Communicate Your Difference
Marketing is a battle of perceptions, not products. "Better products don't win. Better perceptions tend to be winners. Truth will not out unless it has some help along the way. Your cannot overcommunicate your difference every aspect of your communication should reflect it. A real differentiating idea is also a powerful motivational tool.




Differentiation Strategies

Stand Out from the Competition

Differentiating Ideas

Differentiating With Different Types of People

Positioning  >>  Kore 10 Tips | 10 Commandments


Brand Management

Name    Slogan    Logo

Advantages of Strong Brands

Strategic Brand Management    Brand Equity

Innompic Blitz Contests


The Art of Competing

Competitive Strategies

Surprise To Win



USP    Core Marketing Message

Advertising Slogans  >>  Apples    Fun4Biz


Success Stories

Differentiation   Be Different

Brand Management

VK Personal Brand    Kore 10 Branding Story

Logo of Ten3 Business e-Coach

Marketing Secrets of the Rich Dad Brand