Differentiation that matters

The article argues against two marketing myths, uniqueness and table stakes. People buy a brand not because it is unique but because it delivers what they want a little better.

Differentiation that matters

Patrick BarwiseManagement and Marketing at London Business School
Sean MeehanMarketing and Change Management at IMD, Lausanne

Marketing is about two things. First, the marketing concept: 'Marketing is not a specialised business...

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