- "Branding requires a focus not on product or service, but on what makes you distinctive from the competition.”
- “Differentiation is the foundation of great marketing.”
- “The frequency of connection determines the depth of attraction.”
- “There is no lasting customer intimacy without continuous customer connection.”
- “Identity Branding is not about how you present your product, it’s about how you create a presence in the customers mind.”
- “In today’s environment, differentiation is not optional, it is critical; sameness has no value.”
- “Creating YOU as the dominant brand begins by seeing what everyone else is doing and then doing what no one else has done.”
- “Achieving market dominance is not about being good (or even best) at what you do, it’s about breaking through the noise and clutter in an overcrowded market.”
- “Differentiation alone doesn’t guarantee that you will be noticed. Accentuating it to your target audience is the requirement necessary for outclassing the competition.”
- “The most common strategy, “me-too-but-better,” creates no competitive advantage or attraction.”