Brand differentiation

In a table-stakes world, a compelling and consistent point of view can create differentiation and provide sustainable competitive advantage. A point of view is bigger than any single product or service: it is your purpose, your belief, your why. It is the lens through which you communicate to all audiences.


An investment firm stakes out unique territory to gain market share.

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Insights on Brand Differentiation

Why Purpose is Critical for a Strong B2B Brand

People don’t buy what you do; they buy why you do it. Increasingly, a company’s vision and the impact it wants to have on those it serves is a critical decision driver for B2B customers. Without communicating a compelling underlying purpose, organizations that are large, complex, or undergoing transformation will have a particularly difficult time standing out and winning over their target audiences.

Evaluating Your Brand as a Driver of Growth

Is the brand that got you where you are today able to take you to the next level of growth? In our ever-evolving world, most companies need to reevaluate their brands at some point – whether because of changing market forces, new target audiences, a fundamental shift in business model, or something else. Whatever the reason, whenever there’s a gap between how you want to be perceived and how your key audiences actually view you, it’s likely time for a rebrand – and research can help.

How to Stand Out in the B2B Space

When marketing a new product or service, it can be tempting to focus on capabilities, features, and other table stakes attributes rather than on what your clients really want to hear: how your offering can benefit them. The result? Generic, undifferentiated messaging that impresses no one. In order to create a brand that stands out, you need to take the time to uncover the unique value proposition that is most meaningful to prospects and that only you can claim.