Jacky Tai graduated from the University of Wisconsin, Madison (USA) – a Top 10 university – in 1994 with a degree in marketing but his most valuable lessons came from the school of hard knocks. Having headed the marketing department of start-ups in the USA and Singapore for 10 years, Jacky learned that what separates winners from losers is often the right strategy. He joined International Enterprise Singapore in 2004 where he developed its groundbreaking brand training programmes which were attended by over 2,000 companies, from start-ups to multinational corporations. In 2007 Jacky joined StrategiCom – The B2B Branding Specialist – which has 11 offices globally and 110 full-time consultants, as a Principal Consultant and spends his time helping clients differentiate their brands more effectively.
Wilson Chew graduated with a Masters Degree in Strategy & Finance from the University of Strathclyde’s Graduate School of Business. A business strategist for more than 10 years in corporate and brand strategy, Wilson has consulted for many reputable organisations, including Aetos, Amtek, CrimsonLogic, Chloride Batteries, Intraco, International Enterprise Singapore, Leeden and Oberthur Card Systems. Wilson has been featured in The Edge Weekly on business to business brand strategy and is a regular guest on “Connecting Business” on Channel News Asia (TV) and “Positive Business Minutes” on 938Live (radio). Wilson is the Principal Consultant and Chief Executive Officer of StrategiCom. Wilson volunteers as the Honorary Executive Director of the National Arthritis Foundation of Singapore. Currently reading his Doctorate in Business Administration at The University of South Australia, Wilson is researching into “The Antecedents of Buying Behaviour with a Focus on Perception”.
If you are faced with a choice of buying Brand A, Brand B or Brand C, and you can’t perceive any difference among these three brands, which one would you buy? The cheapest one, of course. Only when there is perceived parity between brands does price become a critical deciding factor. Your customers also behave in the same way. That is why differentiation is one of the most important decisions that you have to make for your brand, especially in a world where competition has gone from tough to cutthroat to hyper.
Unfortunately, it is easier said than done because not many people understand what differentiation is and how real differentiation is achieved in a hypercompetitive market where everybody is trying to get into everybody else’s business. That is why you see so many “me-too” brands that are forced to compete on price. Don’t be trapped along with these brands. Killer Differentiators will show you how to differentiate any brand in any market, with 13 strategies that all successful brands use to get to the top. And these are strategies that are easy to understand and simple to apply. The bottomline is this: If you are not differentiated, you had better be ready to sell cheap.
The authors have a refreshing approach in crystallizing the essence of branding in a simple language. Readers who have no marketing background will be able to easily grasp the key principles. I particularly find the citation of familiar brands an effective way to support the principles discussed.
Lim Mei Mei
(Director, Executive Development & Membership Services, Marketing Institute of Singapore)