DIFFERENTIATE OR DIE Survival In Our Era of Killer Competition

A marketing consultant and communications expert writes about the process of making a product stand out from its competitors. Because the trademark that claims to be the cheapest soon may find that it’s not, many companies use other strategies to attract and maintain customers. Volvo, for example, differentiates its cars with the promise of safety. A few lucky brands like Kleenex or Xerox became everyday words, forcing competitors to prove they’re superior. Sedate Patrick Cullen interprets the text without frills, sticking to an opiate monotone and remaining loyal to word detail. The self-improvement one might anticipate by the end would be to feel like a more informed consumer. J.A.H. © AudioFile 2003, Portland, Maine [Published: APR/MAY 03]