Differentiation is one of the hardest areas of business to master - both in terms of strategy and also implementation.
The attached article is based in consumer products but the underlying theme around the need to be able to find an emotional connection with the customer is relevant to most businesses, whether they are B2C or B2C.
Working in professional services, differentiation is always a challenge with brand differentiation only possible with a truly distinctive client experience. Whilst there is nothing earth shattering in this blog, I still found it a good reminder: true differentiation is in the eye of the beholder (ie the customer).
Difference is not just product based. It can be a whole new emotional connection for a brand and its customers. It can be by channel disruption or by absolute disregard for the accepted ‘rules’ of the category. Whatever course of difference you choose to be your winning move, as long as a deep, insight searching, understanding of the customer mind, mood and needs are at the base, it will surely beat the life out of the surrounding clones.