How to Build a Brand of Distinction

I recently was asked to speak to the executive team of a $200 billion organization about increasing the company’s competitiveness.  It was an extraordinary opportunity and I seized it by sharing my insights on how to build a brand of distinction — one that isn’t merely different, but one that stands apart and above the rest.  The session went very well and, as I facilitated the discussion after my remarks, the group seemed to be both challenged and energized by taking their brand to the next level.

So I thought I’d share an excerpt of my presentation here.  In this video, I share about how to build a brand of distinction on four levels.  Hope you find it helpful!


Brand Differentiation
Radical Differentiation at lululemon
Don’t Settle for Being an “Er” Brand

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