The Importance of Being Different

Posted by dflin under Marketing
From http://www.dwayneflinchum.com 4832 days ago
Made Hot by: HeatherStone on February 9, 2011 6:47 am

One of the key concepts to any brand identity initiative is helping organizations understand their differentiation. It’s one of the hardest parts of the process, but it’s also one of the most critical. As Philip Kotler, professor at the Kellogg School of Management has written, “The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.”

Who Voted for this Story

Top BizSugar Users

This week's most active BizSugar users. Join Them!

Comments

Written by donaersone
4823 days ago

This post is very good for everyone and a great reminder.I appreciate it and I'm willing to pay because I really do feel the value meets or exceeds the price.

http://justaboutarticles.info/?p=104910

- 0 +

Written by Small Business Tribe
4825 days ago

Big distinction between being different and being better. IMAX happens to be both. But sometimes small businesses get hung up on trying to out do a competitor when in fact the key is to take a different approach, serve an under served market.

- 0 +

Written by sherisaid
4826 days ago

What a great example! I've always loved movies, but with my massive HDTV, surround sound, and Blu-ray, the only thing that gets me off the couch is IMax...and I love to see tech-laden movies in massive scale. I love the comfy luxury seating options, the upgraded food options and the fact that I can get beer and wine. It elevates what used to be a movie to an evening out...an experience in entertainment. I appreciate it and I'm willing to pay because I really do feel the value meets or exceeds the price.

- 0 +

Written by ShawnHessinger
4827 days ago

Hi Dwayne,

This post is awesome and a great reminder. Of course price is important, but so is value. The two have always been related, something even successful price cutters understand.

- 0 +