Comments on: Differentiation: It’s not just being different

By: Ed Roach

Ed Roach — Sat, 26 Nov 2011 17:35:08 +0000

Good article Michael.

I like to say that the positioning strategy must not only be different, it must make them (the customer) take the high ground and most importantly, it must resonate with the customer. Otherwise to be different for differences sake, is simply eye candy with no basis to drive sales.

By: Michael Deiner

Michael Deiner — Mon, 07 Jun 2010 20:18:51 +0000

Patience – Thank you for your thoughts and intriguing question. You made me stop and think and I love when that happens! I meant the quotes to be taken at face value as you indicated. I wanted to draw attention to those two words in a way that shows how they are mutually inclusive of each other. Simple being different is not enough. You must be different and relevant to build a meaningful brand connection. Thanks again, Mike

By: Patience Merriman

Patience Merriman — Tue, 01 Jun 2010 20:05:30 +0000

A well-written post — the basics don’t change!

I do have one question for you, though. If you dropped the quote marks around the words “different” and “relevant” would the meaning of your message change in any way? I know that scare quotes have a function — alerting readers that the word or phrase within may not mean what we think. But in this case I think maybe you DID mean those words to be taken at face value. Am I right or wrong?

By: Michael Deiner

Michael Deiner — Sun, 28 Feb 2010 02:23:01 +0000

Joe, Thanks. I like your boxing analogy. As you know, as soon as the boxer stops training or lets his gloves down, a competitor is ready to take over the “Champ” status. Protect the brand.

By: Joe S.

Joe S. — Sun, 28 Feb 2010 00:08:59 +0000

I enjoy the way you’ve boiled this down. For my company, getting our client base to take notice is about consistency – repeatedly being true to our differentiation for the benefit of the client. As in boxing, nobody truly believes that you are the champ unless you can defend the title time and time again (i.e., deliver on that differentiation).

By: Michael Deiner

Michael Deiner — Sat, 27 Feb 2010 21:47:50 +0000

Coreen, Thanks for the nice comment. – Mike

By: Coreen

Coreen — Sat, 27 Feb 2010 21:13:00 +0000

You say it all right here: “Brand longevity is possible when you establish and deliver on a promise that is unique and meaningful.” It’s amazing that so many companies don’t get this. Great topic for you post!

By: Michael Deiner

Michael Deiner — Fri, 26 Feb 2010 18:24:48 +0000

Thank you Eric, I am honored to be referenced with Marty Neumeier. I remember reading his book “Brand Gap” many years ago and liked the way he visually connected the brand dots. Finding the “onliness” only works if it’s something (The promise) you can deliver on every day.
Thanks again, Mike

By: Eric Peterson

Eric Peterson — Fri, 26 Feb 2010 18:05:42 +0000

Good post and good point. Brand expert and author Marty Neumeier referred to this in a playful way as “onliness” – the one thing you can lay claim to that no one else can. Acme is the only company that…