Page 33 - (DK) The Business Book

START SMALL, THINK BIG 31

Differentiation is not so important High sales
when a company’s products match Rosser Reeves
Low sales
the desires of the customer
and do not overlap with the US advertising executive
High scope for
competition. Although the differentiation Rosser Reeves (1910–84)
risks might be high, held the maxim that an
differentiation is most What your company advertisement should show off
effective when your does well the value of a product, not the
products are popular, cleverness of the copywriter.
but overlap with those After a brief spell at the
of the competition.
University of Virginia, from
where he was expelled for
drunken misconduct, Reeves
worked as a journalist and
then copywriter before joining
What the What your
advertising agency Ted Bates,
consumer competitors Inc. in New York in 1940. His
wants do well exceptional talent saw him rise
to become Chairman of the
company in 1955. He is credited
with redefining television
advertising and, among many
others, for formulating slogans
such as “It melts in your
restaurants the world over. This every point of contact—difference
mouth, not in your hand” for
familiarity differentiates has to be believable, and it is only chocolate confectionary brand
McDonald’s from unknown local believable if it is dependable. M&Ms. Reeves’s Unique
offerings, and from other global Selling Proposition, first
competitors who cannot maintain Sustaining differentiation outlined in the 1940s, was
the same degree of consistency Once established, uniqueness— described in his 1961 book
across their operating territories. whether functional or emotional— Reality of Advertising. Such
In a market in which rival requires nurturing and protecting. was his impact on the
companies promote the uniqueness Standing out from the crowd is a advertising industry that his
of their products in ever-louder and constant battle that is fought in the legacy lives on long after his
death—his pioneering style of
more complex ways, consumers hearts and minds of the company’s
leadership was the inspiration
have become increasingly savvy staff, as well as customers. As legal
for the lead character in US
when it comes to distinguishing clashes between rivals—such as
television series Mad Men.
reality from rhetoric. While Apple and Samsung—demonstrate,
differences do not have to be uniqueness might also have to be
tangible—the evidence shows that contested in the courtroom.
an Emotional Selling Proposition Every industry has leaders and
(ESP) is often enough—the followers—what separates them is
challenge for businesses is that that the leaders are usually those
points of differentiation do have to with the most defensible points of
be genuine and believable. differentiation. Whether in features
In order to be irreplaceable one
Developing an emotional connection and functionality, brand image,
must always be different.
with the customer requires that the service, process, speed, or Coco Chanel
differentiation is understood and convenience, uniqueness must be
French fashion designer (1881–1971)
consistently delivered throughout established and communicated for
the organization. Well-defined core a company and its offerings to stand
principles that celebrate a out in the market. The key to long-
company’s uniqueness should lasting success is making that
inform the customer experience at differentiation sustainable. ■