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Brand Differentiation

Brand Differentiation

13 Ways To Differentiate Commodities

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13 Ways To Differentiate Commodities

An increasing number of brand managers indicate that their brands operate in commodity categories. I first began focusing on this area when I conducted a branding seminar in Dubai, United Arab Emirates, and was asked by several conference attendees who worked for different energy companies to help them think through how to differentiate their brands so that they could command a price premium.

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Brand Differentiation

Brand Trust And Its Role In Brand Differentiation

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LEGO Brand Strategy

Brand trust resides in different places in different markets. The location and nature of that trust should directly influence how you compete.

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Brand Differentiation

Is Brand Differentiation Still Possible?

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Brand Differentiation Strategy

Short answer – yes it is, but not in the way it was.

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Brand Differentiation

Differentiating A Pharmaceutical Commodity

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Brand Strategy Pharmaceutical Commodity

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Anna, a Product Manager in Stockholm, Sweden who writes…

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Brand Differentiation

The End Of The Unique Selling Proposition?

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Unique Selling Proposition

When Rosser Reeves first proposed the Unique Selling Proposition many decades ago now, the world was a very different place. Products still had the potential to actually be different, advertising was largely confined to mainstream channels and brands were, for the most part, identifiers. But with the evolution of best-practice manufacturing, the fragmentation of channels and the increasing development of brands as monikers for consumer lifestyle, I can’t help wondering whether the USP is now redundant.

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