2.9.05

Diferenciação ou morte?

Byron Sharp, um professor australiano da escola de Andrew Ehrenberg, colocou na Amazon o seguinte comentário a propósito do livro Differentiate or Die de Jack Trout:

Yet most brands survive without being different

This book is largely a restatement of Trout (and Ries) previous assertions that brands have to stand out, get noticed in a world cluttered with brands. That's fine. Where this book goes wrong is when it flogs the old idea of having to have a unique selling proposition or 'competitive advantage'. This is a tiny part of real world marketing and competition.

Most brands are highly similar to competitor brands, or with differences too subtle for buyers to care about. And much of competition is about staying similar to competitors.

Yet without being perceived to be much different brands still survive and even thrive. Consumers aren't looking for different, they are looking for a brand they know is good (enough). They have lives ! The marketing battle is to get into the consideration set.

Like other brands this book sells because many people have heard of Jack Trout and because it doesn't say anything different. If it was really different from other marketing books/magazines and told marketers something different from the accepted gospel it wouldn't sell so well.

4 comentários:

Consumering disse...

O prof. Bryrn comente um erro de perspicácia.
Aquelas coisas que não sendo diferentes existem e até vendem são apenas empresas e não são marcas. O marketing tem umas décadas, o capitalismo uns séculos, o comércio uns milénios. É portanto de esperar que exista negócio para além do marketing. E existe. São todas aquelas empresas que florescem apesar de não terem USP, apesar de não terem posicionamento, apesar de não terem marca.
Ora o prof. Byron pode ser um empolgado idealista romântico, mas falta-lhe a perspicácia (Sharp). Lá porque há negócio para além do marketing não quer dizer que nos negócios regulados pelo marketing (pela escolha do consumidor) as leis do posicionamento (imutáveis?) não se aplicam.
Exemplo:
A EDP não tem posicionamento, tem um monopólio.
A Smart deixou de ter um posicionamento, tem dívidas
O Pantene tem um posicionamento e uma robusta liderança de mercado.

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