Page 38 - LittleBookofPositioning_KB_DIGI_Neat

Part Two:

Differentiators

Raise the bar.

These are the hard facts.
What is materially different
and measurably better than
the competition? These are the
practical, tangible and measurable
elements that set you apart.
Differentiators must raise the bar
to improve customer expectations,
reinforce the belief in the validity
of your approach and justify any
promises your brand makes.

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