Category: How To Differentiate

How To Differentiate A Brand Part 4: Beware The Zajonc Effect

by Bruce Tait

Robert Zajonc (rhymes with science) was a great psychology professor at Stanford and the University of Michigan who conducted research on numerous topics that gave us greater insight into the human experience. Before he passed away in 2010 he gave brand and marketing folks a great gift. You see, one of his best… Read More →

How To Differentiate A Brand Part 2: Be Your Own Category

by Bruce Tait

Study after study indicates that marketers are failing to differentiate their brands. And those brands that are truly differentiated perform far better economically. When you boil it all down, a brand is only really a brand if it is clearly differentiated from the competition. So, how can we make sure that the strategic… Read More →