By the end of this episode, you’ll understand the difference between positioning vs differentiation vs distinctiveness and how to use these techniques in your own strategy process.

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First, we’ll discuss how some of the most decorated and well-renowned marketing minds have drastically differing opinions on the fundamentals of branding and marketing on why customers choose the brands they do.

Next we’ll discover what brand positioning is and how it became the cornerstone concept of marketing in the early 80’s through the ground-breaking book “Positioning: The Battle For Your Mind” by Al Reiss and Jack Trout.

Next we’ll look at the world of differentiation and what most professional branders and marketers believe as law. You’ll discover this theory from three perspectives, three authors and three books by Simon Sinek, Jim Stengel and Seth Godin.

Then you’ll learn what brand distinctiveness is and learn professor Byron Sharp’s perspective on How Brands Grow and why differentiation is not possible.

Finally, I’ll break down my own ideas and philosophy and how brand builders must use all tools at their disposal to connect.

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