This book talks about the importance of differentiation in building up a business's brand: What is differentiation all about? Why is it so difficult to differentiate in today's business world? Why is it that quality, service and people do not count as key differentiators these days?
Without differentiation it is IMPOSSIBLE to build a strong brand no matter what you do or how much money you spend on advertising and marketing. If you are not differentiated from your competitors, your customers will just buy whichever brand is cheaper and that brand may not be you--not in this day and age where you have low-cost competitors from all over the world.
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Jacky Tai is Principal Consultant of B2B branding specialist, StrategiCom in Singapore, with 11 offices globally. He runs workshops and seminars attended by companies from various industries. Wilson Chew is Principal Consultant and CEO of the same firm. Both Jacky and Wilson co-authored Transforming your Business into a Brand.
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