Corporate marketing executives are beginning to understand that trying to market their unique selling proposition (USP), or point of brand differentiation, on innovations built into products or services, as they have in the past, simply isn’t an effective strategy anymore.
True brand differentiation is about one simple, and often overlooked thing: consistently meeting, and exceeding, the basic needs and desires of the consumer. When product and packaging come together to deliver for the consumer, they create new category leaders.
Every company has a reputation. The challenge is to manage your reputation so that the opinion that people have of you is positive. This is what creates a brand.