Differentiate or die


Which brochure would you pick?

The subject of differentiation seemed to come up in my world quite often over the last few weeks. Seems like a sign from the Marketing Gods to write a post.

It all started during a recent trip to Hawaii. My wife and I were trying to decide what exactly we wanted to do with our time on the island. So we went downstairs to visit the concierge in our hotel lobby and were confronted with this rack of brochures. Umm, can you say too much information?

How the heck does someone actually decide which of these brochures to look at? Just another example of why it is important to have something that sets you apart. If you are simply on the rack with all of your competitors, you are in big trouble.

By the way, we didn’t look at a single brochure on this rack. We asked the lady that cleaned our room and some of the other guests at our hotel what they recommended.


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