This is part two of a three-part series on marketing differentiation.
Part 1 highlighted New York City wine retailer Taste Wine Company (User Experience Innovation Creates New Kind of Wine Store). The innovative idea propelling this new venture: shoppers can taste every bottle before buying!
Today, in Part 2, we take a look at global hotel brand Mama Shelter, and how its founders are putting a different spin on the US boutique hotel business.
Credit: Mama Shelter.
Redefining Boutique Hotel Experience for an American Audience
The Mama Shelter hotel brand is an example of both marketing differentiation and a global-brand applied geographically. Continue reading
You might think the bus transportation business – and bus operator marketing – are boring.
That’s the wrong answer in Texas, where a new company offers a unique transportation option to fed-up Lone Star State travelers.
Vonlane puts a smart-differentiation twist on the old-fashioned bus ride. It’s a reminder that when you think like an end-user, you may find a path toward commercially successful differentiation.
Vonlane demonstrates, at least sometimes, that what appears to be a commodity product or service doesn’t have to be the same as everyone else. Continue reading
It’s no longer a surprise to see a law firm or medical practice marketing itself.
What stands out now is when one embraces marketing to grow its business — in this case a law firm advertising on sports radio station ESPN New York 98.7 FM.
That’s worth a deeper look.
Cordell & Cordell is a nationwide law firm that “levels the playing field for men in family law cases.” They operate in 29 states, with more than 100 offices and a team of 170+ attorneys.
Credit: Cordell & Cordell.
I like the fundamentals that underpin the Cordell & Cordell go-to-market and growth strategies.
1. Sharp Business Focus. There’s no room for misunderstanding. Cordell & Cordell is “the law firm for men going through divorce and/or related issues such as child custody.”
2. Clear Positioning and Defined Target. Cordell & Cordell are “advisors and advocates for men before, during, and after divorce.” Take a look at this TV commercial:
3. Easy-to-Understand Services and Benefits. Spend less than 30 seconds on their website and you know exactly what the law firm does and whether it matches what you’re looking for. Continue reading
Founders Brad Schultz, Amy Steadman and Justin Fenchel (left to right) make the Shark Tank pitch for BeatBox Beverages – October 24, 2014. Credit: BeatBox Beverages.
Last Friday night on Shark Tank, Mark Cuban invested $1 million in a boxed, wine-based cocktail business. Why?
Excellent marketing and branding.
The founders of BeatBox Beverages, launched in 2013, have done a terrific job with creative branding, customer target definition, and positioning. Cuban was sold on the growth opportunity for this fun, lifestyle, experiential brand. Continue reading
Photo: Havelock North Fruit Company.
A New Zealand company has come up with a new, innovative concept to market a product that’s thousands of years old: the apple.
It’s a combination of agricultural technology and smart marketing.
The Havelock North Fruit Company developed the capability to grow mini apples that are just 1.5 times the size of a golf ball (via cross-breeding selected varieties). Next came packaging inspiration that put five apples into a hand-held , transparent tube. The concept was tied together with an attention-generating brand called Rockit™.