How marketers differentiate the brand from its competitors?

In a more and more competitive environment it is hard to differentiate brands from others on the same segment. Marketers have to find a unique positioning. The most difficult part of the work is to make the consumer trust the brand and join the family.

In order to differentiate a brand from its competitors it is essential to use new ways of communication. Street marketing operations, tribal marketing actions or events dedicated to consumers can be organized. Using these communication tools, the brand will appear more dynamic and closer from its consumer.

Another solution used to differentiate the brand is to create a rupture in its communication and to become a non conventional brand. The consumer will pay more attention to the brand and the products presented.