BizSugar.com › Startups › Brand Differentiation: Just Claiming 'Leadership' Won't Do

Recently I received an invitation to a Webinar whose purpose was to "optimize pay-per-click ads." It turned out the "optimization" being offered, based on the presenter's research, had to do with a failure to clearly state the value proposition. Who would have thought?

That a Webinar was offered to attract marketers and address this problem isn’t at all surprising. So much promotional communication utterly misses the absolute requirement to separate a brand from its competition. I’m betting there is a bunch of on- or off-line marketing plans out there that don't ever get to competitive analysis, much less effective differentiation. There are several reasons for this. Chief among them is fear of focusing in promotional communications. The good news is what you promote, what you sell, and what earns income can be separated. What's essential is sacrificing the urge to be all things to all customers in how you present your brand.