Differentiating When Everyone Is The Same
Instead of trying to offer unique services in a commoditized market, create a unique experience. Differentiate on your firm’s personality, values or interests.
Differentiating When Everyone Is The Same
Category: Differentiation
Brand Strategy: Stick To Your Knitting
Brand Strategy: Stick To Your Knitting
Customers aren't always looking for unique and different services, especially when it comes to professional services. Often they just want the best. Stick to your knitting, and stand out as the best in your industry.
Two Stages of Demand Generation
Two Stages of Demand Generation
Generating leads for your business has two fundamental components: attraction and engagement. Each on its own is not enough. You’ve got to put them together in creative ways to make your brand more findable, referable, memorable and desirable.
Vertizontal Marketing: The Halo Effect of Niche Marketing
Vertizontal Marketing: The Halo Effect of Niche Marketing
A vertizontal strategy combines specializing in a specific niche—the vertical—while still taking on general clients—the horizontal. This approach is highly effective for professional services firms operating in regulated environments like accounting, legal, insurance or financial services.
2 Strategies To Market Commoditized Services
2 Strategies To Market Commoditized Services
Professional services firms are under exceeding pressure to stand out and compete. For example what differentiates one accounting firm from the next? They all offer tax, advisory and audit. So what separates them? Until very recently professional services firms...
Differentiation Is A Side Effect
Differentiation Is A Side Effect
Differentiating a business is often misunderstood. It’s not about logos, websites or taglines. And it’s not about unique selling propositions, and the stories you tell. These things are all wrapping paper. They may indicate what makes your business unique, but...
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Jeremy Miller
Top 30 Brand Guru
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