In a dramatic, bold move that requires commitment, planning and confidence, a national hotel chain has recently committed to regularly cater to 6 special diets: Toronto-based Fairmont Hotels and Resorts last week introduced a new series of menus chain-wide with different dishes specially created for guests not only with celiac disease but also diabetes and […]
Point of Difference Isn’t Just a Point
Point of difference is a marketing term to describe a unique and valued difference. Deconstructing it, the term may serve to understate the intention. A truly effective point of difference isn’t simply a point but, rather, it’s an all encompassing position. Here’s a great quote that, pardon the pun, makes the point quite effectively. It’s […]
Point of Difference – Definition
Point of Difference – Definition Point of difference is often used interchangeably with unique selling proposition. Technically, these two marketing terms differ. Your firm may have a long list of capabilities that offer competitive value. Each one of them would be considered a point of difference. The point of difference that is most valued by […]
Create a Value-Driven and Sustainable Professional Practice
At my Toronto marketing firm, I have gone through the process of honing in a value-driven and sustainable practice strategy for Accountants, Interior Designers, Architects, Engineers, Dentists, Naturopaths, Nutritionists, Chiropractors and other Complementary and Alternative Medical practitioners. I have found that it is not uncommon for professionals to convince themselves that their valued point of […]
Tips to Analyze Your Point of Difference
Point of difference is one of the most important aspects of a marketing strategy. It is also one of the hardest concepts to gain clarity on. Businesses often make claims about a point of difference that misses the mark because they didn’t delve deep enough in their analysis. Terri Zwierzynski posted a number of practical […]
The Risky Business of Marketing Your Point of Difference
Why do you think marketers talk about point of difference until they are blue in the face? Let’s face it, marketing your point of difference feels risky. It is associated with giving up income. If you claim expertise in one specific area of your profession then you must be walking away from business in another […]
