Dare to be less-same: Marketoon of the Week

In pursuit of real differentiation.

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In today’s Marketoon, we put differentiation to the test.

Fishburne’s take: When I worked on the Method brand from 2006-2010, we often talked about about trying to stand out in a “sea of sameness.”  Like many aisles in the grocery story, household cleaning was dominated by brands that looked and sounded alike — same stock bottle packaging, same messaging, same product benefits, same designs, same claims.  There was very little differentiation or distinctiveness.  

Why we care: Today it’s easier than ever to turn around consumer research and maintain a meaningful and insightful relationship with customers. With data driving these insights, you’re not going as far out on a limb. Think of it as intelligent differentiation.

About the author

Chris Wood
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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