My major is marketing and today I share a book named Different----Escaping the Competitive Herd with you.

Nowadays,"abundance"  has been not what customers desire any more. The like commodities put on the shelves in the shopping malls usually have dozens of kinds.Moreover, each seller declares that their own commoditiy is "more special and better".Fierce competition encourages the sellers improve every aspect of products and make the commodities become all the same.They are tending to have the same functions.

The writer said, if the company wants  to  stick out from the competition, it shouldn't chase after other brand in the field of weakness but should do the contrary work---strengthen its own strengths to increase the distance with competitors.That is to say ,don't keep plusing the function of the goods but learn to produce a best function among its industry .It's the real symbol of difference and outstanding.Each brand must have its own unique position.

This writer has examplified many coporations to demonstrate his opinion such as Apple, IKEA,Google,Mini Cooper.....After reading the book,I have a vivid impress with difference which is an  excellent  strategy of Brand Marketing.