26 June 2000

Building Brand Differentiation

People are the key

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"
A critical marketing dilemma confronts brand managers in an age when products and brands seem interchangeable. How can differentiation be achieved? How can a brand be made to stand apart from its competitors so that it will be chosen, and chosen again?
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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