Most companies struggle to clearly define what makes them unique among – and better than – their competition. But without that differentiation, marketing becomes very expensive and not so effective. So what happens if you simply can’t find anything that separates you from the pack? Short of throwing in the towel and accepting whatever crumbs fall your way, your best bet is to go back to the drawing board – to look for a new product to create, a new service to offer or a new way of doing things that will fill a need (even if people don’t yet know they need it – see Apple for lots of examples). Distinction that matters is the key to a brand that makes marketing easier.
