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DIFFERENTIATION:? KEY TO BUSINESS SUCCESS -?A CASE OF BANK PHB

This week, I have chosen for us to discuss the concept of genuine obsidian ugg australia boots on big sale differentiation, because of its strategic importance to the success of ?business organizations. Differentiation comes in different shades - either from a corporate point of view or from the perspective of the product, service, processes prices or even behaviour and attitude.

If you notice these days in genuine obsidian ugg australia boots on big sale Nigeria, there seem to be a plethora of ‘me too' products, promotion and price strategy especially with the use of advertising. Sometimes, the moment the sound track of a particular brand starts on TV, it immediately reminds one of the sound track of another brand. Our people seem not to bother that, it offends the sensibilities of a viewer or listener to engage one brand in another brand's experience. Most of them too, do not realize that, with the advent of DSTV/HiTV, the internet and extensive traveling around the globe, Nigerians are much more exposed to international media now more than ever before, such that, if a brand copies another brand's promotional strategy from abroad, it will easily be noticed even here in Nigeria. Replicating other people's advertising platform, either in the form of creative strategy or even the execution puts a lot of people off from that product.

To put your company or your brand ahead, to get people to admire you and your brand, you've got to be different. People just love seeing a company or a brand doing or saying something good in a unique and interesting way. It appeals to the mind and soul to experience new things. This is why, I think that, the Bank PHB ‘One day, cars will run on water' is a classic. The concept is philosophical and futuristic.

Philosophical because, it questions the existing norm, the existing value. It challenges our present world view and our present logic of existentiality. It expands the frontiers of thought. It creates the vessel of possibility and expands the mind to appreciate the vast landscape of life as a construction of infinite possibilities. It is futuristic because, it presents tomorrow to the people of today, substitutes ‘what ought' to ‘what is.' That advert is a ‘typification' of how fertile the mind can be: expansive and elastic. To be different, you've got to expand the mind. That's why sometimes you hear people say ? ‘dare genuine obsidian ugg australia boots on big sale to be different'. It takes boldness, guts and great heart to dare, let alone dare to be different. Once again, I give it to Bank PHB.

Now, talking about differentiation from a technical point of view, it means differential advantage. That is: one or more unique aspect of an organization that cause target consumers to patronize that firm rather than competition. In another way, differential competitive advantage is achieved when a firm provides something that is unique and valuable to buyers beyond simply offering a lower price than the competitive offers.

Somehow, most companies do not expand their mind view when they are thinking of a unique value proposition to create an advantage over competition. This is why, they simply fall into the easy trap of using lower pricing mechanics, either to penetrate the market or maintain their market share in the business place. Meanwhile, there are so many ways to differentiate yourself in the market place. Some have argued that, it is very difficult to differentiate a commodity, product or highly industrial goods and services.