Clive Robertson (actor) Feet Size, Family, Eye Color, fees per movie, Wiki, body stats, Real Name, Profession

However, the differentiation we want to focus on is the strategic differentiation, such that provides a long lasting, circumstance-crossing advantage. Is differentiation absolutely necessary? In any case where the consumer must choose between options - the answer is definitely yes. Why? Because the consumer chooses between alternatives on the basis of the differences as he or she perceives. Zoom-in on that sentence for a second. Do not fall into the most common trap of all: the consumer makes choices according to his perception of differences between alternatives, and not on the basis of what he values most in a product of that kind. Competitive strategy is always a simultaneous answer to two questions. The first one is: in which consumer group do you identify a potential for buying your product? By 'group' I do not mean necessarily shared socio-economic and demographic characteristics or even a similarity in personality or life style. What I mean is that they have in common some factor, enabling you to make them an offer, which will be more attractive to them than the options they already have, or at least a refreshingly new one. The second question is: what could you offer them that would help you realize that potential? The goal is not to reach a consensus, nor is it to be OK by everyone. Experience has taught us that the key is to make a specific group of consumers, even a small one, think that you are irreplaceable. They will act as your success engine, even amongst consumers who are not as definite in their attitudes. BMW fans do not believe that Mercedes is a bad car; it's just that it is not a BMW. For them, Mercedes is simply incomparable to BMW. That's how Apple fans feel about IBM. What has all this to do with branding? A brand is the consumer's anticipation for a unique and defined experience, or for a certain unique benefit obtainable solely through consuming/owning a specific product/service manufactured/offered by a specific company. Thus, the anticipation from a trip to Paris would be to experience a romantic vacation. The anticipation from Ikea would be "state of the art design at a reasonable price". It is fair to say that a brand is really a brand only when there exists, among its consumers, such anticipation. If this anticipation is both exclusive and attractive, you might say that it is a strong brand. A familiar name or logo - do not suffice to make for a strong brand. This consumer anticipation is evoked and upheld by the marketer's consistent

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