The marketing strategy based on differentiation is one of the basic concepts that we all know. When we define a strategy, one of our first objectives is to differentiate ourselves from the competition . Deep down we feel that our company is unique and we want the market to perceive this to attract their attention and sell. This enormous simplification of the strategic approaches of most companies is both a reality and an enormous paradox, because in reality to our target audience all brands seem the same. If we exchanged the logos of our brands, in 9 out of 10 cases our customers would not notice
Being a different brand is very difficult and poses a risk.
What is the problem? That maintaining that differentiation is difficult. Whether due to category email list innovation, functionalities, price,… over time everything is imitable. If we look at the Challenger Brands 2019 study, one of its main conclusions is that the biggest challenge we face with a brand is market saturation (at least in the opinion of marketing experts). The market itself leads us to undifferentiation. It is easy, and often inevitable, to get carried away by market trends.
Brands want to be different, but they end up being all the same
Just as on a personal level we are social beings, as companies we are a reflection of this natural tendency. For this reason, companies in the same sector tend to Phone Number IR resemble each other . Of course, if we target the same audience groups, they will have similar tastes in relation to the type of products that the sector offers, but that is what differentiation consists of, finding a new way to approach them. We feel safer if we do what others do, we are afraid to break out of the pattern and be original. What if it doesn’t work? What if it doesn’t sell? Being an original brand is scary and very difficult There are studies that show that our audience tends to confuse the attributes of one brand with those of another , which makes it very difficult to achieve the
