brand differentiation

Earning A Competitive Advantage

Very few new businesses have an unassailable advantage that makes them the only choice for a prospective customer. Most don’t make measurably superior products or own proprietary software. They haven’t patented a secret formula, and they don’t necessarily have more resources or talent than the next company.

The Unfair Exchange

By Bernadette | |

‘That will be eight dollars,’ the woman, who is carefully weighing and wrapping two serves of freshly made fettuccine for us to take home, says. As my husband is about to hand her the cash, she takes another handful of the pasta from behind the glass and adds it to our package. She doesn’t announce…

Better Customers

By Bernadette | |

When we know who we’re building for and what they care about, we get better.

On Being Valued

By Bernadette | |

If we want to be valued for both the skills that differentiate us and the work that brings us joy, then we must find ways to articulate that value to our customers. Better stories create value.

Message Before Medium

By Bernadette | |

Since our objective must always be resonance over reach, it isn’t the medium that should dictate our communication strategy—it’s the message.

Competence AND Character

By Bernadette | |

As individuals and brands, we’re judged by our character, not just our competence.
How does your character differentiate you?

Earned Loyalty

By Bernadette | |

We have the privilege of working to be indispensable to customers and making them feel like they belong—instead of stuck.
True loyalty is earned, not rewarded.

Better Than Maybe

By Bernadette | |

As marketers, if the best use of our resources is to only speak to the people who want to hear from us, then targeting every maybe is not a great marketing strategy.