Differentiation is overrated – Sticky Marketing Club [Video]

Compare Coke v Pepsi, or McDonald’s v Burger King. The former are both sticky brown liquids, the latter, both serve burgers and fries. So just how different are they from each other? In this Vlog, Grant argues that just being different from your competitor, isn’t what marketing is all about.

Businesses will often tell you that they’re different. They say things like, ‘we give great customer service’ or, ‘we’re really proactive’, but these things aren’t different at all. They’re the same as everybody else.

How many businesses have you heard, talk about their great customer service or on the other hand, they’re great people?

But difference doesn’t always matter, and I’m going to prove it to you.

We’re told in marketing all the time that to be successful you have to be different, but think about this… Two of the biggest brands in the world, Pepsi and Coke; are they …