The alchemy of differentiation

Mitchell, Alan
October 2004
Brand Strategy;Oct2004, Issue 186, p9
Trade Publication
This article presents information on brands and marketing. Marketing has its own phlogiston, which its best minds obsess about it's called differentiation. It doesn't exist It never will. The quest is futile. Worse, it diverts companies from their real job of providing superior consumer value and undermines the brands would-be differentiators seek to build. Good marketing is all about creating superior customer value. Focusing on the needs of the brand is not the same as focusing on the needs of the customer. Brand differentiation is a diversion from the core goal of superior customer value - and therefore a waste of time and money.


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