BODIS ON B2B MARKETING

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Posts Tagged ‘differentiator’

Being the Difference

Posted by Suzanne Abate on May 13th, 2010

Likening himself to everybody else, Christopher Walken (playing “famed producer Bruce Dickinson” in a now legendary SNL skit) tells Blue Oyster Cult he puts his pants on one leg at a time.  The “only difference” is when his pants are on he makes gold records.

Be a Mac

In a series of earlier ads, Mac pitted itself universally against PC – positioning itself as the virus-free alternative computer.  Two things were incredibly clever about this campaign.  Firstly, Mac’s positioning strategy was actually one of re-positioning the competition (PC) – as a headache product that always breaks down.  As a result Mac’s position became the computer that never breaks down.  The second smart thing the campaign did (more…)

Why must I always defend my price?

Posted by Suzanne Abate on March 15th, 2010

Sometime in the late nineteen sixties, on a sunny afternoon in Paris, the sidewalks were alive.  At a café in the Place Royale in Marais an austere woman traveler was about to experience the ultimate romance of the city.  Seated beside her, nearly unrecognizable in his late age, was the famous painter Pablo Picasso.

“Je m’excuse, Mr. Picasso,” she said with her best pronunciation, “would you sketch me?” and in her request coyly slid a napkin across the table between them.

Picasso contemplated the woman for a moment then pulled a pen from his coat, saying nothing.  When he finished he slid the napkin back to the woman, who nearly wept in exaltation.

“Merci, Merci!” she exclaimed, “what can I pay you?” the woman asked half-heartedly reaching for her purse.

“5000 Francs madame,” replied the painter.

“5000 Francs?! But it only took you five minutes?”

“Je m’excuse madame, in fact it took me all my life.”

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