Product Makeover
Two decades ago, marketers and advertising analysts suggested that in order for one’s business to stand out from the rest of the competition, a certain distinction and differentiation should be at hand. This means that the offer or benefits should be distinguishable from that of your competitors. This is how you capture a greater share of your market.
In no time, other companies were able to produce the same unique features and benefits, and even added a bonus — they provided a much lower price to get back their own market share. So no matter how you spice up your marketing campaigns such as your newsletter printing pieces, or however attractive you make of your solutions, you all end up alike and your target market gets further confused.
In the years that followed, because of this principle of distinction, many companies were able to compete and offered similar features. The disadvantage however of having so many features that are the same is that clients were not able anymore to differentiate one from the other. This led to that distinction to become useless and obsolete in time. Read more
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