Is your product a high-end offering or are you a bargain brand? Do you sell to women or men? Is your warranty a major selling point? These are examples of ways companies position their products or ...

The tools meant to make marketing more effective may be making brands more alike. Here's why differentiation is becoming ...

Product differentiation is the process of designing, developing and producing products that are distinct from similar offerings from competitors. Having one or more unique attributes or benefits is ...

If your company is struggling to differentiate products and services to improve its value to customers and prospects, you are not alone. There is a great deal of noise in the digital marketplace and ...

Strategic advisory, formulation expertise and advanced delivery technologies can help supplement brands create differentiated ...

Competitive differentiation is a strategic positioning tactic an organization can undertake to set its products, services and brands apart from those of its competitors. To make an offering compelling ...

The military and commercial aerospace industry presents a variety of test requirements that test-and-measurement companies address with the gamut of products and tools extending from simulation and ...

When some small beer makers in the U.S. brought their drinks to market, they deliberately chose to make their taste as different as possible from the leading brands. This approach helped them build ...

In the digital age, it's easier than ever to create a new brand, but making it stand out from the competition is an entirely different matter. How do you create a brand story that gets attention and ...

As food retail competition rises with the entrance of more nontraditional formats, omni-channel players, pure play eCommerce and stepped-up conventional supermarkets, some retailers are leveraging ...

It's been a tough year for the North American potato industry, driven by oversupply and rising input costs. "Oversupply has been particularly evident in russets and reds in the U.S. market, putting ...