15 January 2001

Differentiate or Die

Resisting the lure of "me-too" marketing

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
There is a fundamental challenge confronting marketing organizations in 2001, and we don't seem to be getting any better at meeting this challenge than we were 20 years ago. If anything, we may be getting worse. The challenge? Building and maintaining brand differentiation. In an increasingly cluttered and confusing marketplace, the need for brand differentiation clearly intensifies.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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Inside the Mind of the Chinese Consumer

Over the last decade, Gallup has sought to understand the needs and aspirations of Chinese consumers. The results of this groundbreaking study provide valuable insights to anyone who wants to do business in China -- or sell products to consumers in one of the world's fastest-growing markets.

Learn more by reading "Inside the Mind of the Chinese Consumer" (Harvard Business Review, March 2006)

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