Re-imagine brand differentiation

With rising commoditisation, competitors can easily copy most product innovations. The 'me toos', with hindsight in their favour, even better the original innovation in its subsequent avatar. Many marketing gurus today (including Byron Sharp, author, How Brands Grow) downplay the role of innovation saying its advantage "seldom lasts long". Chasing after product innovations to get market share is presumed to be not only a losing strategic battle for most marketers, but also waste of good effort behind unsustainable and short-lived advantage.

So, is this the death of differentiation - the value all marketers have looked upon as the holy grail to strive for, ever since marketing guru David Aaker shone the light?

Read full article on Business Standard.