Growing a Strong Brand: Defining Your Meaningful Point of Difference
Helen Fearn Global Innovations, Millward Brown
As consumers choose between brands, they look for compelling reasons to help them make those decisions. After examining thousands of brands from around the world, we've observed that the most successful ones share common characteristics. Brands with a meaningful point of difference are more likely to be chosen repeatedly by consumers and to ultimately enjoy success.
For a brand to be successful, first it must have a point of difference. For this difference to be meaningful to consumers, the brand must...