A selection from the new book: Different Rules – the B2B Marketer’s Guidebook to Product Differentiation

B2B “Differentiation” idea starters – Part 6

By Chris Wirthwein

The inventor (the first)

In Chapter Four of DIFFERENT RULES, I talk about a TV ad campaign Mercedes Benz once ran that said, “We invented the automobile.” I found this to be a fascinating and powerful way to convey know-how and leadership. Years later, it has stuck with me. Has your company invented something that caught on? Talk about it. One client of ours invented a technology in the early 1900s that revolutionized how materials were strengthened and enhanced. Their innovation paved the way for things like high-performance jet engines. Do we talk about that in their marketing? You bet we do.

Chris Wirthwein is Senior Director for 5MetaCom, a marketing agency that develops strategies and campaigns to differentiate B2B technical and scientific products. He has authored three marketing books, including his latest, Different Rules: The B2B Marketer’s Guidebook to Product Differentiation. You can reach Chris on LinkedIn or at cwirthwein@5metacom.com.

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