There is a direct but inverse relationship between the extent to which a business is effectively differentiated and the required investment in marketing and communication. The more clearly and appropriately a business is differentiated the lower can be the required investment in marketing and communication. By ‘appropriately differentiated’ I mean differentiated in a way that […]

There is a direct but inverse relationship between the extent to which a business is effectively differentiated and the required investment in marketing and communication. The more clearly and appropriately a business is differentiated the lower can be the required investment in marketing and communication. By ‘appropriately differentiated’ I mean differentiated in a way that is relevant to the needs and wants of the target market. Clear and appropriate differentiation provides for greater cut through, increased repeat business and increased referral. It enables communication to focus on something other than making more noise than the competition.   This issue will be discussed in detail on THE D. JOHN CARLSON NETWORK –www.djohncarlsonesq.com/publishing John Carlson is a behavioural scientist, strategic planner and lateral thinker focusing on branding, marketing, communication, personal advancement, business development and behaviour management. www.djohncarlsonesq.com