differentiate – differentiate – differentiate – and do so tangibly This is the fourth of five articles addressing strategies – other than discounting – that can be applied to increase market share. Of course, prior to implementing one or more of these strategies, businesses should determine whether increasing market share is desirable. Profits are generally […]

differentiate – differentiate – differentiate – and do so tangibly This is the fourth of five articles addressing strategies – other than discounting – that can be applied to increase market share. Of course, prior to implementing one or more of these strategies, businesses should determine whether increasing market share is desirable. Profits are generally more important than market share, and increasing market share does not always increase profitability. Indeed, Venture Capitalist, Mark Cuban, talks of the advantages of identifying the smallest possible market. A recent survey of consumers in the United States found that 91% of consumers are more likely to buy from an authentic brand. As sad as it may sound, this highlights just how rare authenticity is. Most brands are far from authentic. This fact is emphasised by the enormous gap that frequently exists between the advertising message and the reality of the offering. While Myer once…