The Key to Marketing?
Differentiate yourself from your competitors.
Be different
Hermawan Kartajaya, president of the World Marketing Association, said in his speech on “Repositioning Asia,” that the key to marketing success is “positioning, differentiation, and branding.”
He stressed the need for companies to “have differentiation” and to maintain it.
“Asians must be innovative to keep on rocking the world.Because if your competitor already caught up with your uniqueness and then you don’t have any uniqueness anymore, you will compete on price,” Kartajaya said.
He cited the case of Harley Davidson motorcycles to show how important differentiation is. Unlike the modern Japanese motorcycles, Kartajaya said Harley Davidson became a strong brand due to differentiation.
“In marketing, you don’t need to be better, you don’t need to be best. You just need to be unique. Remember differentiation. But you have to keep on innovating to be differentiated all the time, especially if it’s a dynamic landscape,” he said.
Kartajaya said Japan’s success is partly due to being “always innovative” and through “mass collaboration with everybody so they can lower the price.”
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LD
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