Author Archives: Michael Deiner
Michael Deiner, Brand Activation Manager
Michael has been with JPL since 2002 and helps guide clients through brand strategies, brings their brand to life through integrated media services and provides ongoing brand insights and consulting. Michael graduated from the Art Institute of Pittsburgh with an Associates Degree in Specialized Technology and Visual Communications. Before joining JPL, Michael worked for the Penn State College of Medicine, McCrory Stores, Inc., and the American Thermoplastics Company.
JPL
Every time I read an article, white paper or blog about brand strategy development, the term “Differentiation” is featured as one of the key elements. Yes, differentiation is a key element in building an effective brand strategy, but it doesn’t stop there. Simply saying the same thing in a different way does not create the [...]
For many marketing departments, the primary focus is on building a brand that engages the target audience to create awareness and generate interest. Budgets, research and strategies are all aimed at building a brand that speaks directly to the external people it’s intended to reach. But we can’t stop there.
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Differentiation: It’s not just being different