Differentiation versus distinctiveness
Why is this even a discussion? Yes, good question. You would think you need both to win as a B2B brand. Make sure you develop a unique, superior product and make it known to the market with eye-catching, recognizable advertising. Done, end of blog. If only it were such a party. When Byron Sharp published his book How Brands Grow in 2010, he initiated a change. Before 2010 differentiation was high on every marketer's list, after 2010 it was no longer so obvious.
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