John Moore over at Brand Autopsy has just declared a Marketing Epidemic based upon all the so-called marketers employing their own employee discount programs. I was taught the art of product differentiation back in the 70’s by guys like Jim Schmeltzer, Ron Tiller, Ken Wood and Mike Lowenthal from companies like Mead, Illinois Tool Works, ASG Industries and Allied Tube and Conduit. We were working in tough commodity-driven industries where price was quite often the determining factor. We developed and implemented marketing strategies utilizing service, features, quality and even branding to differentiate our offerings from our competitors. Differentiation that led to pricing power and market leadership. Many industries from autos to airlines are being destroyed by so-called marketers whose only strategy is discounting. It is time for a summit. Educators, consultants, practitioners, and influencers need to convene and say enough is enough. John Moore has started the process with his The Center for Marketing Disease Control & Prevention (CMDC&P).
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