Different differentiation for diffidents? (Corporate Shyness)

I hope you like the alliterative heading for the blog which was born from some work I’ve been doing recently for a client.  I’m not sure that diffident is exactly the right word but there was no way that I was going to ditch it when it looks so beautiful set against all those “diff” […]

Updated High Performance Messaging Report

Just a quick note to say that the updated High Performance Messaging REPAMA Segment Analysis Study has been uploaded to the Lustratus site.  It now contains the reverse-engineered product marketing strategy for TIBCO’s Messaging Appliance P-7500.  Existing customers and Lustratus research subscription holders will already have been contacted with details of free upgrades. Following on […]

Standards-based marketing – an antidote “Be holier than thou” Part 6

So closing out this series of posts looking at differentiation in markets where technical standards have caused little technical difference between products, I’m going to look at standards bodies and technical education as a technique to create differentiation. Preach the gospel – Educate The first point to make is that in my experience products that […]

Standards-based marketing – an antidote “Partner” Part 5

I’m carrying on this series of posts on how vendors can differentiate themselves in the market when technical standards have had the effect of removing significant functional difference between competitive products. This time I’m going to look at partnering to create differentiation in your offer.  Whilst the product proposition will remain materially similar to that […]

Standards-based marketing – an antidote “Broaden the Debate” Part 4

Part 4 – Broaden the Debate I’m continuing this series of blogs here by looking at the techniques that software vendors can use to create the “illusion” of differentiation in markets where technical standards have led to little material product difference. So moving on from my last blog where I looked at the way an […]

Standards-based marketing – an antidote “Sell Differently” Part 3

Part 3 – Sell Differently I’m continuing this series of blogs here by looking at the techniques that software vendors can use to create the “illusion” of differentiation in markets where technical standards have led to little material product difference. Perhaps the most obvious differentiator between organisations that have “broadly” similar technology, and an area […]

Standards-based marketing – the homogeneous effect of software standards – Part 2

    A History Lesson   Continuing on from this blog entry, I’ve decided to create another mini series of blogs, this time looking at the difficulty of differentiation in markets where software standards have created homogeneity amongst the offerings of the protagonists. So first a little bit of a history lesson… I surfed the wave of middleware resurgence […]

“Aim wider”, “focus everywhere” and other oxymorons

I’ve just had a conversation with a friend, an ex-colleague who was picking my brains (for free I might add!) about what he could do to make his sales year look better. I asked him how his product was positioned and where his focus was on the market.He told me, and in doing so mentioned 3 industries, 3 market […]

Positioning and the Positioning Statement

Positioning and the Positioning Statement This page contains a summary of a series of blog entries I made during January and February 2009.  It describes the format of the positioning statement that we use in the REPAMA competitive intelligence methodology. I refer to the concept of positioning and the positioning statement frequently so I wanted […]