How to differentiate from competitors?

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To differentiate from competitors, and discuss the strategy of positioning yourself as the "anti-blank". This involves identifying a competitor or an entire industry to oppose, thereby rallying others who share your viewpoint. Here are key points from their discussion:

  • Identify and Oppose a Competitor: By vocalizing why you think a competitor is lacking, you can attract like-minded individuals to your side. For example, Dunkin' Donuts positions itself against Starbucks by mocking their use of Italian terms for cup sizes and created a site, DuncanbeatsStarbucks.com, to promote this rivalry.

  • Create a Clear Contrast: This approach highlights your unique features. Apple’s ads comparing Mac users to PC users is a classic example, illustrating a clear distinction between the two brands.

  • Engage Emotions and Stories: Conflict and competition can ignite passions and create engaging stories for your customers. Companies like Dyson have successfully positioned themselves against the entire hand dryer industry, promoting their product as faster and more hygienic.

  • Leverage Novelty: Picking fights with well-established competitors like Apple can be more impactful and less self-serving, as it introduces a fresh narrative that draws attention.

Using this differentiation strategy not only sets you apart but also creates a strong, relatable identity for your brand. 1

Picking an Enemy

Shaan and Sam discuss the importance of having a target in your sights and positioning yourself as the anti-blank to differentiate yourself and attract followers. They give examples of companies like Dunkin Donuts, Audi, and Apple who have successfully taken on their competitors and even entire industries. They also discuss the benefits of having an enemy and how it can ignite passions and get people to take notice.
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