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

B2B “Differentiation” idea starters – Part 10

By Chris Wirthwein

Shape, size, dimension, weight, etc.

Where I live, White Castle sells square hamburgers in square buns. Similar bread and meat to other hamburger sellers, just a different shape. Is yours the only oval-shaped widget? We once highlighted the unique, curved shape of one client’s product. Is your product more concentrated (so you add less, buy less, store less)? Or perhaps less concentrated (so it’s easier to measure and mix properly and therefore produces a more consistent end product)? What about color? To highlight a client’s product reformulation, we recommended they change the hue of the product colorant. Regulations required color be added to distinguish the product from water. Regulations did not specify any particular color, and we wanted people to know the product was new and different. “Look for the new, blue formulation,” became a standard sign-off in our marketing. When there’s something inherently different about the physical qualities of your product compared to others, explore expressing it as a relevant and meaningful differentiator.

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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