What Points of Differentiation are: The elements that make a brand stand out from its competition. These are the key characteristics that consumers strongly associate with a brand.
What Points of Differentiation are not: Points of parity, which are the essential elements for a brand, components that a brand needs in order to be a competitor in a certain category, but may be shared among many players in a category.
Why Points of Differentiation matter: Without a point of differentiation, your brand will blend in with your competitors. Having a point of differentiation is essential, not only for surviving, but thriving.
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