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Dare to Be Different

Successful marketing means standing out from your competitors. Here are 4 steps to shedding your look-alike image.

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This story appears in the April 2005 issue of Entrepreneur. Subscribe »

Can your prospects tell the difference between your company and its closest competitors? If not, it may be time to overhaul your marketing strategy. Differentiation is at the heart of long-term marketing success, and the key to marketing strategy is originality.

Let's take a look at an old slogan. Most of us instantly recognize "Good to the last drop" as belonging to Maxwell House. This venerable slogan has been successful at differentiating the product from scores of competitors, including many that might otherwise appear virtually identical. Not only has it been hammered home year after year, but the slogan also works because it encapsulates the promise of the brand in a way that's uniquely valuable to the target audience.

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