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Prioritizing Differentiation in Brand Strategy – Part 3In Part 3 of the Prioritizing Differentiation in Brand Strategy series, you’ll learn the difference between brand differentiation and product differentiation. It can be confusing to define your primary brand differentiator and create a strategy that enables you to own that differentiator as you learned in Part 1 and Part 2 of this series, because product differentiators can get in the way of the bigger picture. Let’s clear up some of that confusion. Read more
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Mobile Payments Survey: Many Think Mobile Purchases Will Catch OnAs mobile phones get smarter, people are using them for many different purposes. Recently, more and more people have begun using their mobile phones as a method of payment. Thanks to shopping apps and services like Square and Google Wallet, mobile purchases have become easier than ever. How many Americans have made payments using their mobile phones, and how many think it will catch on in the next few years?
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Prioritizing Differentiation in Brand Strategy – Part 2In Part 1 of the Prioritizing Differentiation in Brand Strategy series, you learned what strategic brand differentiation is. Now, it’s time to learn how to develop a brand strategy that effectively communicates and builds that differentiator. In simplest terms, you can’t rely on consumers to understand your brand differentiators and how those differentiators add value to their lives. You need to help consumers relate those differentiators to their own lives and give them meaning. Read more
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Video Games Survey: Many Want More Regulation on Violent GamesThe debate over video game violence has been re-opened recently, but games with weapons and other types of violence are no strangers to controversy. What do most Americans think about the amount of violence in video games today? Is the current ratings system enough, or should there be more regulation on violent games to keep them from leading to real violence?
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Prioritizing Differentiation in Brand Strategy – Part 1Is your brand positioned against its competitors in a meaningful way? Does it own a place in consumers’ minds that actually matters to them? Unfortunately, too many brand strategies are missing the point of strategic differentiation these days. Instead, they fall back on the easy differentiators like price and service that are not only a dime-a-dozen these days but also limits the success of those brands to the position of category placeholders rather than true leaders. In my new series for AYTM, Prioritizing Differentiation in Brand Strategy, you’ll learn how to prioritize differentiation in your brand strategy, so your brand doesn’t become a category placeholder or worse — a commodity. Read more
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