SOCIAL MEDIA STRATEGY AND BRANDING: HOW HONESTY CREATES STRONG DIFFERENTATION

Differentiation is the defining your product in the mind of a consumer.

Differentiation is not tangible. Differentiation is something that is placed in the mind of the consumer.

Differentiation is a creative strategy. You differentiate with what is at your disposal. Two quotes express what a marketer must do in developing differentiation strategy. The quotes come from Texas football.  Don Meredith  once said, “You dance with the girl you come with”. Tom Landry once said, “You take what they give you”.

One of the great differentiation campaigns of all time was based on honesty. Hertz is the industry leader in the car rental space. Avis positioned itself against Hertz by emphasizing customer service. They differentiated themselves with this line, “Rent from Avis. This line at the counter is shorter”.  Avis’ differentiation strategy was brilliant. Avis took what Hertz gave them. They took Hertz’ strength and made it a weakness. How could Hertz refute this statement? Because Avis was no. 2 and had fewer customers, naturally there line was shorter.

            This placed in customer minds’ this idea. " If I rent from Avis, I can be dwelt with quicker".  For a business traveler this a key issue in the ultimate buying possession.  Through a deft differentiation strategy Avis was able to place this key issue in the minds of the business traveler customer.