There are many differentiation strategy examples, but none quite like the Dollar Shave Club.
Dollar Shave Club broke into the market as an unknown start-up on the Mens Razor Blade market.
With a $5,000 investment from their founder, they created a cheaply produced highly satirical ad that spoke directly to their customer’s personality and pain-point.
They pointed the finger at the market leader Gillette, for their overpriced blades with unnecessary features and challenged men to rethink their shaving habits (and not have the wool pulled over their eyes – something men don’t tend to take lightly).
Their straight talking, logical and humorous approach made a noise to the tune of $1bn, which Unilever bought them for just five years later.
Can you point the finger at a competitor (or a group of competitors) for what they’re doing wrong?