Differentiate

The process of comparing a product, service, candidate or cause to another for the purpose of distinguishing one from the other. At Manna Groups we believe differentiation to be an unavoidable byproduct of replication.

Differentiation requires a comparison and for this reason it is an inferior form of communication. For example: Folgers, Maxwell House, Sanka and countless others spend considerable time and money trying to differentiate themselves from each other because they are so often compared to each other.

Starbucks doesn’t have to respond to comparison because Starbucks tells a story of human connection; a story that can be told through coffee but not compared to it.

Index
Article – Belief In Branding
Article – Marketing's Greatest Conviction
Article – Success Is Built On Frameworks, Not Rules