By now, it should be obvious how important it is to clearly differentiate your brand. But I still get questions about how to identify key brand differentiators — or how to prioritize them, clarify them, or use them in brand strategy development. So I’ve produced an excerpt from a recent webinar I gave in which […]
brand differentiators
05.16.17
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. […]
I originally wrote this piece for the Harvard Business Review. It was published on HRB.org on March 28, 2014. As a member of a start-up advisory program, I regularly hear pitches from aspiring technology entrepreneurs. My job is to sort out the companies with potential from those that need to go back to the drawing […]