If your brand is perceived as the second best or as a commodity, you have to try harder (Avis slogan "We try harder") to differentiate, to attract and retain customers. The Mac brand image even rubs off on the product owners and we call all our MAC buddies "cool folks" However, whether you own a great product or a commoditized product, differentiate yourself with what makes your product unique - more convenience, great service, easy to use etc. I drive my kids to all the places they need to be and tackle a zillion questions along the way. STRATEGY. Walt Disney. MORE >>

Why exposing your beliefs can be a powerful differentiator. Few weeks back, Doug Kessler , Creative Director and co-founder of Velocity , sent me an early copy of their upcoming eBook about B2B Marketing. Velocity is a London-based B2B marketing agency specializing in technology markets. had loved one of Velocity 's earlier eBooks ( B2B Content Marketing WorkBook ) for two main reasons – absolutely beautiful design and stunning clarity of thought. Velocity has very high standards in creating content. The early copy of The B2B Marketing Manifesto was (of course!) brilliant. MORE >>

Marketers who create "experiences" where buyers can engage with them in fun or interesting ways will differentiate themselves. Brands that continue to use outdated, uninteresting methods to shout messages to buyers will get lost and lose market share. What should brands do to keep buyers interested, engaged and loyal. We asked Bernie Borges "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?" " Bernie Borges is the Chief Find Officer of Find and Convert , an Inbound Marketing agency serving clients nationwide. MORE >>

But I'm convinced there's high value and there's some real differentiation. The pace at which content is being added to the web has increased dramatically and so has the value of aggregating the best. How will the content aggregation landscape change in the next few years? What will the impact on content aggregation be as the semantic web starts to really take off? We have invited Tony Karrer to share his insights on content aggregation. He has twenty years’ experience as a CTO. Dr. Karrer taught Computer Science for eleven years. and Ph.D. in Computer Science. Tony Karrer. MORE >>

There are three key differentiators between the technical and the business white paper: 1. Do you know your white paper audience? What are his/her top concerns? Are those concerns being addressed in your white papers? We asked white paper experts " How should a white paper that is addressed to a Technical Decision Maker be different from a white paper that is addressed to a Business Decision Maker? " Jonathan Kantor. Blog WhitePaperPundit Twitter Jonathan_Kantor. " Jonathan Kantor's Bio. He is also the author of the White Paper Pundit blog. Jonathan Kantor's Tip. Books. MORE >>