Brand differentiation leads to successful advertising, to a business or consumer audience. If your brand is not well-defined then we face a greater challenge to create advertising that ensures that your brand will thrive in an unforgiving and competitive market.

To help you find your unique selling proposition we consider the following points:

• Identify
• Personify
• Create a new generic
• Change the name
• Re-position the category

HR won’t quit until we are all in agreement that your brand is truly differentiated, rather than just appearing so on the surface.