When I first heard the MeUndies differentiator, I had to rewind the podcast to make sure my mind wasn’t playing tricks on me. Over time their offerings became more diversified and products like Uberx and Uberpool allowed anyone to call a ride and get picked up for a few dollars by a Prius. The Blue Ocean Strategy Canvas advises that you compete on attributes that your competitors have failed to serve. One of the best ways to achieve this is by aligning your branding with your unique value propositions. Your industry rules. Example. (So if you use lower cost as your differentiation strategy, have a long term plan). If you ask an Indian to name a … hbspt.cta.load(313824, 'b2cd2397-2f7c-4d56-81ac-975a914e6606', {}); For years, Taco Bell held the largest market share for fast food Mexican restaurants. Chipotle differentiated with great branding. Paul Smith himself, is a very proud Brit and was even Knighted by queen Elizabeth II in 2000. Tesla. That sums up the potency of their brand positioning perfectly. And their branding reflects this. Coke’s entire positioning strategy is based around the emotion of “Happiness” and they remind you to “Enjoy A Coke” in every beautiful destination in the world, at every time of year. But if we dig a bit deeper, we will find that they actually have distinctly different positions. I don’t believe an authentic purpose on its own is enough to differentiate a brand from its competitors. What an egregious statement and effective brand positioning strategy. Whole Foods focuses on a more affluent market and their branding reflects that. The focus strategy concentrates on a narrow segment and within that segment seeks to achieve either a cost advantage or differentiation. Brand strategy work seems really complicated—and it shouldn’t be. They both dominate their positions respectively, filling in the holes left behind by the other. Innovation / Invention – The best way to implement differentiation strategy is to invent or innovate. One is not better than the other. It takes the traditional, homogenized experience of staying in a hotel and flips it on its head. With a $5,000 investment from their founder, they created a cheaply produced highly satirical ad that spoke directly to their customer’s personality and pain-point. Can you niche down and make a unique offering? The brand proudly promotes it’s London origin by using the British flag throughout their product line, which is associated with tradition and style providing a sense of security and trust. A brand must be positioned clearly in target customers’ minds. Why is Product Differentiation Important? “ The differentiation strategy of product leaders is to deliver superior value through leading-edge products that enhance customer benefit. The insurance industry is awash with blue tone brands speaking in corporate monotone language. carve out a position in the mind of their audience, longest customer service call clocking 10 hours 51 minutes. Their main color green reflects the organic side of the brand. Example -Coke is the first product under the cola category. When we think of coke, we (consciously or subconsciously) think of happy times. Traditional banks have many branches and were slow to create easy to use mobile apps. These resources are often a combination of … Pop open the hub of grub and dig in. However, attributes are generally the least desirable level for brand positioning. Traditional customers valued services such as home loans, CDs, and bank tellers. You must continually push these differentiators to customers. Uber pioneered their market. That’s right… Three times as a soft as the gold-standard of softness. Can you unclutter your industry by simplifying? Bank of America – Second largest bank in the United States. … hbspt.cta.load(313824, '93d126e5-cda8-4b28-b0a3-503e451676ef', {}); Creating the most engaging form of content just got a lot easier. The MeUndies soft strategy essentially makes cotton sound rough and uncomfortable, which may explain the confidence behind their “there’s no way you won’t fall in love with our product” money-back guarantee. There is a health focus but also a fun focus. They’re hiding and can only be found with creative thinking. It’s meant to be a treasure hunt. What an informative and educational article. Geico goes against the grain and lightens the mood with a funny looking talking gecko and a fun and light-hearted communication strategy. What is an example of differentiation strategy? Cultivate Stronger Relationships. These brands are everywhere and their approach only succeeds in making their audience feel even more uncomfortable about buying insurance than they already did. Dollar Shave Club broke into the market as an unknown start-up on the Mens Razor Blade market. This strategy of differentiation is key for disruptive start-ups and established companies. Though they followed much of what Uber had pioneered. If you go to the coffee isle of your local supermarket you may find 10 brands of coffee. With their jet black branding and sleek logo. Consumer brand loyalty. If you are targeting corporate clients, your branding and messaging should align with this persona. Thank you so much Steve. On the other hand, the Cash App takes the all-business approach, avoiding the clever notes and publicized payments altogether. The name alone shows that they are pushing consumers towards low cost. (Though I’d be inclined to think there was more than just customer service going on). Exceeding expectations and over delivering on customer service, whatever your line of work, is one of the most effective and rewarding ways to differentiate. 4. Mine a Niche. Their straight talking, logical and humorous approach made a noise to the tune of $1bn, which Unilever bought them for just five years later. Take them or leave them, either way, you can provide feedback to your stylist so they can knock it out of the park the next time around. The stores are decorated in a fun nautical theme. Though some consumers will want the companies the deal with around money and security to remain corporate and serious, many don’t. Your entire brand: logo, name, print, ads, web, and media should push why you are different and thus better than the competition. Fifty years ago, Southwest Airlines broke nearly every established “rule” with its … Can you leverage heritage or origin to build trust? For years high growth companies have entered markets by first catering to an underserved niche market. Consumers looked to Taco Bell for years for cheap Tex-Mex food. Can you bundle up your unique value with an aligned purpose? 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