Customer service can become a powerful brand differentiator, but only after you define how your company delivers service uniquely and better than anyone else.
In commoditized markets doing one thing really well is not enough to create a competitive advantage. There are 9 key differentiators. Identify your top 2 to 4 to develop a sustainable competitive advantage, and stand out in your marketplace.
A strong brand must own one word in the mind of customers is considered gospel in branding circles. It’s time to challenge this convention. It takes more than one word to create a competitive advantage.
Quality is a brand attribute many companies lay claim to, but few can clearly demonstrate. Pizza Nova defines quality as not only a core differentiator for their brand, but a core value. You can taste the difference in their products, experience it in their service, and observe it in their business model.
You don't have to tell your customers why they should buy. Let them make up their own minds. The idea of the unique selling proposition, or USP, has been around for over 60 years. It was a phrase coined by Rosser Reeves, the legendary advertising exec of the Ted Bates...
Who doesn't love a talking animal? They're cute, engaging and memorable. Think of the Alfac duck or the GEICO gecko. Each insurance company uses animal characters to differentiate their brands, and achieve a first call advantage with their customers. Animals take a...
When I am interviewing job seekers, too often I hear them state the obvious and describe themselves as smart, loyal, hard working and dedicated. That's nice, but how does that make them any different from the ten other candidates interviewing for the same job?...
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