"Once upon a time," Mark Ritson begins... "brands were warned that if they did not differentiate they would, and I quote, “die”. So, marketers took off in increasingly esoteric and unlikely flights of symbolic fancy.
"Eventually the Ehrenberg Bass Institute invaded the discipline in their black uniforms and thigh high boots. Their message was that rather than a marketing essential, differentiation was largely pointless. The new noun in town was distinctiveness and to the credit of Byron Sharp and his team the giant fallible pendulum of marketing was swung... "
In this occasionally offensive but generally enjoyable forty-minute webinar, Mark Ritson defends differentiation and offers a series of practical suggestions for marketers caught in the crossfire.