My marketing consulting business, The Marketing Sage, is not McKinsey & Company. I don’t expect anyone who hires me to be confused. But I use this comparison as part of a differentiation dance because I want to clarify who we aren’t.
- The Marketing Sage consists of me – one consultant, not an army like the big consulting firms.
- I’m agile, fast, and quick to serve clients.
- I tend to work with smaller firms under $200MM in revenue – or early-stage pre-revenue startups. McKinsey won’t get involved if the client has revenue below one billion dollars.
- I get hired as a fractional CMO or on a project basis. Often these are short-term engagements. McKinsey’s work is long-term.
- My agency adapts and is fluid. When I need to partner with other experts, they come in for the assignment, not a job. I bring the right team to solve the client’s problems, but these subject matter experts aren’t my full-time employees.
- Deliverables aren’t 600-page PowerPoint decks. I provide short-actionable summaries to give my clients what they need to move forward.
- My fees fit the client’s need, size, and budget. McKinsey’s prices are – let’s say, enormous.
Who Aren’t You?
Etsy isn’t Amazon. It helps us understand who Etsy is because it represents an entirely different type of manufacturer selling goods. By saying- we aren’t Amazon, it helps define their brand.
Lyft is not Uber and doesn’t want to be like them. Lyft is more casual – Uber more corporate. Lyft has a more playful brand than is anti-Uber.
Target is not Wal-Mart. (and vice versa) Target is more design-focused, where Wal-Mart concentrates on everyday low prices and value.
Five Guys is not McDonald’s’. They act differently than the golden arches and often ask what McDonald’s would do – then they do the opposite.
Slim Jim was not Cheerios. When I managed the brand, we were irreverent, in your face, and not something mom wanted kids to eat. Cheerios was the opposite of our brand – wholesome and good for you. Slim Jim was the opposite and embraced its inner greasiness.
The Differentiation Dance
When I work on branding assignments with companies, I love to get a list of companies that my client doesn’t want to be. Who is the opposite of you, and what are you about? What does your brand/company value that isn’t important to another company?
When you are clear on your brand, it becomes easier to determine who your brand can become.
Want to discuss Your inner greasiness or how to find a way to be different from your competition?
I can help. You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
Photo by Alekzan Powell on Unsplash
