Can you afford to be the same?

Alexander Biel, president of his own California brand consultancy, argues that brands that fail to differentiate themselves in meaningful ways take on the characteristics of a commodity and will fade from the consumer’s radar.

Can You Afford To Be The Same?

Alex Biel Alexander L Biel & Associates

Imagine that there are two similar restaurants next to each other in your town. They have identical menus, serve the same dishes prepared in the same manner. The decor...