Comments on: Have You Got Differentiation?

By: Kevin Levi

Kevin Levi — Thu, 03 May 2007 15:37:53 +0000

Yaro,

I received notification that you posted a comment to my current story. But I don’t see you comment. It’s not there. Please resend.

Thanks!
Kevin

By: Promote Your Brand With An Online Ecosystem | Small Business Marketing & Branding

Thu, 03 May 2007 10:52:31 +0000

[...] starts and ends with integration and differentiation. I’ve already talked a lot about differentiation, so now I’m going to talk about [...]

By: Kevin Levi

Kevin Levi — Thu, 12 Apr 2007 06:15:02 +0000

Thank you Matt for the kind words and input. You have a great point that differentiation isn’t just something you determine once. It’s an evolving thing just like your business and its offerings.

By: Matt Hamilton

Matt Hamilton — Wed, 11 Apr 2007 16:19:11 +0000

Hi Kevin,
I enjoy reading your posts as part of my daily Google Reader fix.
Your thoughts on differentiation are a welcome reminder of how to sell the benefits you offer rather than just listing features.
I agree that being different is crucial, even at the cost of turning away some potential customers. Taking the time to determine how your offering/brand/target audience is unique is important to do not just once, but on a regular basis.
Thanks for the article!

By: Kevin Levi

Kevin Levi — Wed, 11 Apr 2007 00:17:03 +0000

Great comment Ed! I’m sure we’d agree there are FAR TOO MANY puff positioning statements out there.

By: Ed Roach

Ed Roach — Tue, 10 Apr 2007 23:57:14 +0000

“Business is no place to be modest” – excellent advice Kevin. All too often many businesses feel the need to be clever instead of just stating the facts. I refer to it as a “Puff Piece”. In the industrial sector they love to push ego and real estate wrapped up in techy graphics. All a waste of marketing dollars and nothing to do with differentiating your company.

If they take your simple direction, they should be able to craft an effective positioning statement that provides a benefit for the customer. Don’t be afraid to brag about the benefit of hiring your company. It’s your brand – define it and win. Take Kevin’s wise advice and try and stay away from lofty statements that only make you blend in with your competition who know doubt are making similar statements – things like, “It’s our people who make the difference” – YAWN!!