This Focused Performance Weblog started life as a "business management blog" containing links and commentary related primarily to organizational effectiveness with a "Theory of Constraints" perspective, but is in the process of evolving towards primary content on interactive and mobile marketing. Think of it as about Focusing marketing messages for enhanced Performance. If you are on an archive page, current postings are found here.
Wednesday, February 12, 2003
• Hyper-Differentiation -- From Knowledge@ Wharton (may need registration). Today's posts seem to be following a theme.
"Hyper-differentiation is not so much driven by the economy but the need to make money in any economy. When the market pushes your prices down, for reasons that may or may not be related to an economic downturn, that is when there is a need to differentiate your product."
Once you get out of the rut and into the big idea, you have to let the market know about it . . . you have to communicate your new value proposition. If the idea if far enough out there, then it sounds like "hyper-differentiation." Examples come to mind in Sam Adams beer, Ben and Jerry's Ice Cream, Godiva Chocolate. In the latter two cases, the offering and positioning is about a lot more than just the product.
posted by Frank - Permanent Link -