Differentiation

Introduction

1.1 What is meaningful differentiation?

In many saturated markets, companies can only differentiate on the experiential and symbolic level, as opposed to the product- or service level.
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1.2 Differentiation through concept creation

A strategic marketing concept represents a meaningful and distinctive idea which guides target market selection, promotion and product development.
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1.3 Differentiation through vision development

A vision builds on the passion of founders and enthuses employees to realize it, while also resonating with the desires of potential customers.
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1.4 Differentiation through brand positioning

A brand communicates the values, associations, personality and story developed in the marketing concept and vision statement.
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1.5 Differentiation through cluster branding

In a cluster, organizations work together to build value, knowledge and experiences that they couldn't offer on their own.

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