Differentiated Marketing: The Definitive Guide (Top Brand Examples)

The most loved brands in the world nurture intimate connections with their audiences.

They speak directly to their market is a way that makes them feel they’re speaking directly to them.

But on such a grand scale across such broad markets, how can they be so relevant?

The answer is differentiated marketing.

In this article, you’ll learn how great brands leverage this strategy to grow brand equity, intimacy, and market share.

The most loved brands in the world nurture intimate connections with their audiences.

They speak directly to their market is a way that makes them feel they’re speaking directly to them.

But on such a grand scale across such broad markets, how can they be so relevant?

The answer is differentiated marketing.

In this article, you’ll learn how great brands leverage this strategy to grow brand equity, intimacy, and market share.

What Is Differentiated Marketing? (Nike Strategy Example)

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What Is Differentiated Marketing?

Differentiated marketing is a strategy used by brands to appeal to multiple segments of their target market.

It provides brands with a means to be more relevant and expand their reach and market share while remaining consistent with their brand positioning and messaging.

They do this by tailoring specific offers and messaging to specific segments of the market while staying “on-brand” and in-line with the longer term brand strategy.

There are many ways a brand can differentiate from their competitors and this is where strategy comes in.

There is no one size fits all approach and there are countless ways a brand can engage it’s audience and achieve its objectives.

Every industry and market is different which is brand strategists must define then analyse the market and define the best approach for each circumstance.

Pros and Cons Of Differentiated Marketing

Differentiated marketing is simply a tool brands can use to get in front of their audience and like most tools, there are advantages and disadvantages to consider.

ADVANTAGES

Be more relevant to specific segments

Be more specific to market needs

Flexibility to test different segments

Expanded reach and revenue

Increased market share

DISADVANTAGES

Increased research & development costs

Increased marketing and management costs

Inconsistent results 

Risk of customer response

Risk of diluting brand equity

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Differentiated vs Undifferentiated Marketing

Differentiated marketing is about refining offers and marketing messages to be more relevant to a more specified segment of their target audience.

Undifferentiated marketing takes the opposite approach in that there is not differentiation across market segments, offers or messaging.

Essentially undifferentiated marketing approaches all market segments in the same way which is otherwise known as mass marketing.

Examples Of Dif