It's a dog-eat-dog world out there. Every day, your competitors are dreaming of better ways to get rid of you because they want to steal your lunch. In order to beat them, you will need to have a highly differentiated brand. If you are not differentiated in the eyes of the customer, you will get steamrollered by the competition unless you can sell very cheap to secure business. Being different is the easiest thing to do but being different with a Great Idea is something most SMEs continue to struggle with. There is nothing wrong with selling cheap provided you have a structural cost advantage that allows you to sell cheap and still make a decent net profit margin (which to most SMEs is anything approaching 10%).
Branding started 4,000 years ago as a method to differentiate cows. Today, it is still used to differentiate cows but cows nowadays come in the form of companies, products and services. If you want to kill the competition before it kills you, then you must differentiate your brand in ways that are relevant to your customers and defensible against your competitors. Mr Jacky Tai will share with you The 13 Strategies Of Differentiation that you can use to kill the competition as outlined in the best-selling book Killer Differentiators.
If you can sell cheap, this is the wrong workshop for you.
About the Speaker
Jacky Tai is the Principal Consultant of StrategiCom which is a specialist in B2B branding strategies. He is also the author of best-selling branding books such as "B2B", "Get A Name!" and "Killer Differentiators". After graduating from the University of Wisconsin – Madison (USA), Jacky was involved in strategy development for start-ups in the United States and Singapore. He joined IE Singapore (the former Singapore Trade Development Board) in 2004 to head its branding initiatives. He has trained and advised 2,000 of IE Singapore’s clients on branding strategies. Jacky believes the correct strategy is what puts winning brands over the top and at StrategiCom, he works closely with clients to develop branding strategies that set them apart from the competition and gives them an unfair advantage. Jacky’s personal interests are limited to cars, tennis and wine but not necessarily in that order.
3pm Branding Talk by Mr Jacky Tai, StrategiCom
4pm Panel Discussion
Moderator: Mr Ang Ser-Keng,
Senior Lecturer (Finance), SMU
and Director, UOB- SMU Asian Enterprise Institute (UOB-SMU AEI)
- Ms Tay Bee Leng, Partner, Dancoll Pte Ltd
- Mr Kaden Choa, Operations Manager, Excel Hardware Pte Ltd
(Click here to find out more about Excel Hardware!)
- Mr Jacky Tai, Principal Consultant, StrategiCom
- Mr Steven Chan, Project Advisor
- Ms Lee Xin Chyr, Student Consultant