Talk about the benefits, not the features

Talk about the benefits, not the features

People buy the hole, not the drill. So when you’re doing marketing, you should focus not on the features of your product but about the benefits the customer will receive. The great thing about benefits-based marketing is that it forces you to put the spotlight on your...
How to create the brand differentiator

How to create the brand differentiator

Differentiation is a critical element in brand strategy. One that does not occur only from the features. It occurs from the sum total of the product, expertise, channels, employees, culture, design, language and communication that go into creating an entire...