Killer Differentiators: 13 Strategies to Grow Your Brand

CONTENTS......Page 7
INTRODUCTION......Page 9
What Is Differentiation?......Page 16
Why Is Differentiation Important?......Page 24
You Can Build A Strong Brand Based On A Low Price......Page 36
Quality Is Not A Differentiator......Page 48
Service Is Not A Differentiator......Page 58
People Are Also Not A Differentiator......Page 68
Why Is It So Difficult To Differentiate?......Page 74
The Criteria For A Good Differentiator......Page 82
Strategy No. 1 - Sales Leadership......Page 88
Strategy No. 2 - Technology Leadership......Page 108
Strategy No. 3 - Performance Leadership......Page 124
Strategy No. 4 - The Next Generation......Page 140
Strategy No. 5 - How A Product Is Made......Page 156
Strategy No. 6 - Where A Product Is Made......Page 172
Strategy No. 7 - Attribute Ownership......Page 192
Strategy No. 8 – Personality......Page 208
Strategy No. 9 - The Opposite Position......Page 224
Strategy No. 10 – Specialisation......Page 242
Strategy No. 11 – Preference......Page 270
Strategy No. 12 – Heritage......Page 288
Strategy No. 13 – Design......Page 308
What To Do With Your Differentiating Idea?......Page 324
Protecting Your Differentiating Idea......Page 336
FINAL WORD......Page 345