Definition
Differentiation is the strategy of building and communicating attributes that make a brand distinct — and preferable — to its competitors in the audience's mind. The point is not being better at everything but different at something relevant: an attribute the customer values and competitors cannot easily copy. It materializes in the value proposition and must be backed by evidence across product, price, experience and identity; claimed but unproven difference reads as noise. Without differentiation, the only purchase variable left is price.
Relationships
is-a / broader
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types-of / more specific
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Concepts linked to this one by a real relationship in the glossary. Hover over each one to see why it's related.