Customer focus is the key to brand differentiation, writes Isaac Krakovsky, principal at PwC US for strategy + business. "An inability to connect with customers is a big part of the problem for companies that find themselves lost in the undifferentiated middle," says Krakovsky. "To implement a successful customer-centric brand strategy, companies need to have a foundation of operational excellence. They should be exceptional on practical points, such as product offering or omnichannel experience, so they have a basis from which they can reinvigorate and maintain customer engagement."
Krakovsky offers a useful framework for brand differentiation in the article, dividing companies into four groups: "The path to differentiation (and to thriving as a differentiator) depends on whether your company is currently a hopeful, a doer, a visionary, or a differentiator..."
For any brand executive seeking brand differentiation, the article is a must read:
This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.