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Differentiation: Why it’s so hard to do it well


Differentiation is a business decision made at the highest levels about the company’s positioning and values–how the company adds value to a customer relationship. There are many ways a company can make those decisions, and many different approaches to doing so. The most successful companies adopt a positioning that offers sustainable competitive advantage–a way of adding value that competitors cannot easily duplicate.

Tags : godfrey, b-to-b, business-to-business, branding, b-to-b branding, b-to-b differentiation, brand differentiation, branding differentiation
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Published:  Oct 02, 2008
Length:  2
Type:  White Paper