Lessons in standing out from Trader Joe’s, Migros, Bonobos

A long-held marketing principle is that brand differentiation is fundamental to success. And there’s no doubt differentiated brands experience higher preference, recall, usage and ‘brand love’.   For many brands, however, true differentiation is almost impossible to establish, let alone communicate to customers.  Research across 17 markets by the Ehrenberg-Bass Institute for Marketing Science has found lack of differentiation is prevalent in many categories, ranging from ban

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