Your Whole Company Needs to Be Distinctive, Not Just Your Product

Harvard Business

To them, the unit of differentiation is an individual product, service or brand. The heart of differentiation therefore is your company’s ability to develop and promote distinctive products, services, and branded experiences on a consistent basis. For example, Iams pet food was one of the first premium brands; it sold to health-conscious pet owners, who purchased it only at specialized pet stores.

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