How many differences to promote:
Companies should aggressively promote only one benefit to the target market.
Company should develop a unique selling proposition for each brand & stick to it.
Each brand should pick an attribute & tout itself as “number one” on that attribute.
Companies should position themselves on more than one differentiator.
Companies should broaden their positioning strategies to appeal to more segments.
Which differences to promote:
Important: The difference delivers a highly valued benefit to target buyers.
Distinctive: Competitors do not offer the difference, or the company can offer it in a more distinctive way.
Superior: The difference is superior to other ways that customers might obtain the same benefit.
Communicable: The difference is communicable & visible to buyers.
Preemptive: Competitors cannot the difference easily.
Affordable: Buyers can afford to pay for the difference.
Profitable: The company can introduce the difference profitably.
Value Proposition:
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