differentiation in branding illustration

Everyone in branding relishes that aha moment when research reveals a point of difference from which a compelling and differentiated brand can be built. It’s the discovery of something unique that the company or product can confidently claim as its own. But what if such a difference doesn’t exist? What if a company or product is essentially the same as its competitors?

Can you build a differentiated brand when there isn’t, fundamentally, a difference? Emphatically, yes! Howard Breindel explains how in a recent Forbes article.

Read the article on Forbes