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

B2B “Differentiation” idea starters – Part 12

By Chris Wirthwein

Cite unusual or high profile uses or applications

One of our client’s products, a building material, was selected for installation in the 1 World Trade Center building (which replaced the fallen World Trade Center towers in downtown Manhattan). This product was the only one in its category selected. You can bet we made that the centerpiece for a differentiating ad campaign that featured both emotional and rational creative appeals.

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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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