{"id":5949,"date":"2021-08-26T18:41:01","date_gmt":"2021-08-26T18:41:01","guid":{"rendered":"https:\/\/www.terra.systems\/?page_id=5949"},"modified":"2021-09-07T19:51:14","modified_gmt":"2021-09-07T19:51:14","slug":"the-brand-differentiator","status":"publish","type":"page","link":"https:\/\/www.terra.systems\/index.php\/the-brand-differentiator\/","title":{"rendered":"The Brand Differentiator"},"content":{"rendered":"\t\t
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Phase 3 - The Brand Differentiator Development Process & Deliverables<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Definition<\/strong><\/h4>

The Brand Differentiator is a simple but powerful\u00a0idea<\/strong> associated with the brand that makes it unique in a hyper competitive market.<\/p>

The idea must be\u00a0relevant<\/strong> to customers.<\/p>

The idea cannot be easily\u00a0copied\u00a0<\/strong>by competitors.<\/p>

The idea should also be\u00a0defended<\/strong> vigorously<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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The components<\/strong><\/h4>

The Brand Differentiator is developed using one of these 13 strategies listed in the book\u00a0Killer Differentiators<\/strong>:<\/p>

  1. Sales Leadership<\/li>
  2. Technology Leadership<\/li>
  3. Performance Leadership<\/li>
  4. Next Generation Product<\/li>
  5. How A Product Is Made<\/li>
  6. Where The Brand Is From<\/li>
  7. Attribute Ownership<\/li>
  8. Personality<\/li>
  9. The Opposite Position<\/li>
  10. Specialization<\/li>
  11. Preference<\/li>
  12. Heritage<\/li>
  13. Design<\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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    The steps<\/strong><\/h4>
    1. Understand the Top 20 Competitors’ key Brand Differentiator in order to neutralize it<\/li>
    2. Educate the client’s team on each of the 13 Strategies of Differentiation<\/li>
    3. Analyze The 13 Strategies of Differentiation in detail to determine which one is the best for the brand<\/li>
    4. Determine if the intended Brand Differentiator will be relevant to customers and defensible against the competitors<\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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      The deliverables<\/strong><\/h4>
      1. 1X half-day workshop on brand differentiation to be conducted virtually if the situation calls for it<\/li>
      2. 1X closing report that articulates the new Brand Differentiator including:
        • Comprehensive analysis of The 13 Strategies of Differentiation<\/li>
        • Recommendations of the best Brand Differentiator to use<\/li>
        • Justifications & evidence to support the new Brand Differentiator<\/li><\/ul><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

          Phase 3 – The Brand Differentiator Development Process & Deliverables Definition The Brand Differentiator is a simple but powerful\u00a0idea associated with the brand that makes it unique in a hyper competitive market. The idea must be\u00a0relevant to customers. The idea cannot be easily\u00a0copied\u00a0by competitors. The idea should also be\u00a0defended vigorously The components The Brand Differentiator […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"content-type":"","footnotes":""},"class_list":["post-5949","page","type-page","status-publish","hentry"],"yoast_head":"\nThe Brand Differentiator - Terra site<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Brand Differentiator - Terra site\" \/>\n<meta property=\"og:description\" content=\"Phase 3 – The Brand Differentiator Development Process & Deliverables Definition The Brand Differentiator is a simple but powerful\u00a0idea associated with the brand that makes it unique in a hyper competitive market. 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