Gartner Research

Differentiation — Not Dilution — Will Sustain Your Brand’s Competitive Edge

Published: 12 June 2019

ID: G00378254

Analyst(s): Sally Witzky


Consumer expectations, technologies and markets are in constant flux, challenging brands to regularly evolve to stand apart from the competition. Marketing leaders must focus on identifying and creating opportunities to differentiate their brand to sustain a competitive edge.

Table Of Contents
  • Key Challenges



  • Review Customer Attitudes and Perceptions With an Unbiased Lens
  • Compare Your Brand to the Competition, and Assess Product and Service Alignment
    • How to Benchmark Capabilities and Compare Against Competitors
    • Assess Whether Your Products and Services Align With Your Brand Promise
  • Differentiate While Still Holding True to Your Brand’s Core Values
    • Differentiation in Action
  • Articulate Your Brand’s Differentiation Internally and Externally
    • Define and Align Your Brand Voice

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