Posts Tagged ‘differentiation’  

Are Unique Value Propositions Overrated?

For far too long, marketers in the manufacturing industry have been hung up on identifying their “unique” value propositions, believing that if they don’t own one, they wouldn’t be equipped to confront the competition head on and win new customers. Hold that thought. The urgency and anxiety over defining one’s Unique Value Proposition (UVP) has…


 

What happened to the Sports Authority brand?

Playing in the middle never seems to work very well for corporate brands, and the story nearly always ends with a “Going Out of Business Sale.” Sports Authority closing its doors reminds me of the days when other once famous retailers announced they were going out of business – customers showed up early the following…


 

7 Contributing Factors to Your Brand’s Monetary Value

Ferrari logo

How much your audience values your brand as a mortgage company or mortgage industry service provider is a key determinant of how well your business performs, right? And, just like the success of any company is financially quantifiable, so is the value of its brand. It should be considered an asset, similar to the property you own, the…


 

“Show and Tell” to Make Your Brand More Engaging!

Remember “show and tell?” Think back to when you were just a child in grade school. It’s your first day of class after summer break. Your new teacher asks you to present to the class about something exciting you’ve done over your vacation later that week during “show-and-tell.” Maybe you went to Disney World, so…


 

What’s your mortgage company’s claim to fame?

Many companies in the mortgage industry define their “claim to fame” in fairly generic terms. Excellent service, fast closings, cutting-edge technology, putting customers first, lower costs, product mix and the like are fairly common answers. So this begs the question…don’t any of your competitors offer the same? How do you, or they, prove any of…