Killer Differentiators
Killer Differentiators – Jacky Tai and Wilson Chew Necessity is the mother of invention! Necessity was really the reason 'Branding' was invented 4000 years ago. Cow owners had a pressing need to distinguish their cows from one another. They created a branding iron that had the logo of the owner. This was red heated and was used to burn a unique mark onto the cows rumps. It was simple and it worked. Since then the need or Branding grew rapidly along with the civilization. Products are made in factories but brand images are created in minds. The question is, how? Businessman is like sunlight. Customers are like piece of paper that the sunlight needs to burn through. In itself sunlight can’t burn though a piece of paper. The sunlight gives millions of kilowatts of energy but despite that, the best that the sunlight can do to the paper that has got exposed to it for a long time is to turn it yellow, perhaps. For the sunlight to burn a hole in the paper, it needs to be foc...