DIFFERENTIATE OR DIE - MARKETING FOR SME'S

A company has two choices when it comes to building its business. Either it can follow the lead of its competitors, and thus blend into the mass of contending brands cluttering the marketplace. Or, it can make a stand, armed with some bold marketing communications and a clear vision. The former option is a sure route to a steep decline, while the latter, even though involving risk, has the potential to reap great rewards.