Marketing

Issue No. 30 - August/September 2006

Dare to be different

Marketing Week 2006

Page 80

1. Do marketers take the product differentiation challenge as seriously as they should?

   All marketers will say they take it seriously, but most do not take it as seriously as they should. Many are happy to have their product resemble the category leader at worst, or at best to resemble their category. I would argue that if everyone looks like their category, then they all look the same. You can see this time and time again where a category gets a certain look (banks begin to look and act the same, fruit juice brands use with the same illustration/type elements on their packaging, etc). Then a brand comes along that completely breaks the mould or creates a new category, and they gain real leverage over their competition. It is a riskier proposition, but the rewards are higher.

2. How soon can you tell that your product branding has misfired?

   With retail product branding, like a wine brand, probably straight away â...

The rest of this article is available to in-business subscribers.
If you are a subscriber, please log in - click here.

Established in 2001, in-business is South Australia's leading independent local business knowledge source. We offer subscribers:

• a high quality bi-monthly magazine
• password access to our complete archives online from Issue 1
• regular SNAPSHOTS eNewsletter
• optional listing in our magazine business services directory called 'the team'

in-business has become one of South Australia's best networking packages delivering readers untold business opportunities.

To subscribe click here, or to receive a free trial copy click here.