In a Crowded Market, How Do I Create Brand Differentiation?

Nordstrom Macy's Brand Differentiation

“We’re in a crowded market.  We have no meaningful advantage, and if we did, someone would copy it by next Tuesday.  So how do we create brand differentiation?”

This question, or some version of it, is one I’ve been asked most often in my 20 years of brand strategy consulting.

The good news: There’s always an answer, and I’ll point you to several areas of exploration.  The bad news: It won’t be easy. Continue reading “In a Crowded Market, How Do I Create Brand Differentiation?”