There are times, though rare, that a repositioning the competition strategy is not to hang a negative on them, but simply to put your lead competitor in its place—or, shall I say, in second place? This was the case in a project we did for the producers of Spanish olive oil.
Price is often the enemy of brand differentiation. By definition, being different should be worth something. It’s the reason that supports the case for paying a little more for a product or service, or at least the same amount.
Seems I’ve spent a lot of time in the interviewee chair over the years. Recently, I had a discussion with Jon Brulloths of PM360, a resource for pharma marketers. You’ll see his questions in bold. Our talk began with what should be a central theme for all marketers — brand differentiation…
Business leaders are over-educated. Never have I seen so much advice offered to executives about how to do things right. There are hundreds of business management books and over 2000 titles alone in marketing.
Peter Drucker, the father of modern management once wrote that, the purpose of a business is to generate new customers, and only two functions do that, marketing and innovation. All other business functions are expenses. That piece of advice has since been ignored by many business leaders with but a few exceptions.
