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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See also
Married to the Brand: Why Consumers Bond With Some Brands for Life
Making Market Segmentation Meaningful

Customer Engagement: Going Beyond Satisfaction

How do world-class organizations rise to the top in today's intensely competitive, turbulent global marketplace? High-performance organizations recognize the emotional drivers of human nature and leverage them to drive performance, one customer at a time.

This event will take place from 08:30 to 11:45 at the Gallup London office (The Adelphi, 1-11 John Adam Street, London WC2N 6HS). There is cost to register. To learn more or to register, visit the Customer Engagement: Going Beyond Satisfaction page on the Gallup Consulting Web site or contact James Rapinac on +44 (0)20 7950 4433.

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Popular Topics Brand Engagement Business Consumers Customer Engagement Employee Engagement Financial Services Leadership Performance Management Strengths-Based Development Workplace
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