Good marketing is mostly about differences.
The famous UCA (Unique Competitive Advantage) or USP (Unique Selling Proposition) are what makes you, your product or service DIFFERENT (and valuable).
Good marketing differentiates publics. It’s called market segmentation. How do all the people out there split up – by age, income, geography and so on – and which of them are the best prospects? How do you best approach different publics?
Slogans, logos, color schemes, all are as much about differentiating as anything else. The FIRST thing we do in designing a print ad is to look at the context / competition. For example, we recently designed a Yellow Pages ad for a dentist. When we examined other ads in last year’s book, they were all red and blue. So our ad is green.
If you can’t differentiate, you can’t get noticed.
Think about it.