“Marketing is the art of meaningful differentiation” – John Lederer

“The primary focus of your brand message must be on how special you are, not how cheap you are. The goal must be to sell the distinctive quality of the brand” – Kerry Light, Brand Strategist

“Customers must recognize that you stand for something” – Howard Schultz, Starbucks

“A brand is a set of differentiating promises that link a product to its customers” – Stuart Agres, Young & Rubicam

“In differentiation, not in uniformity, lies the path of progress” – Anon

With its latest press ad, M&S is upping the battle for Middle England. However  in the light of all the recent positive press for the John Lewis campaign, it could be said that while John Lewis are playing to their heartland and heritage, M&S seems to be playing it for cheap laughs.

• “I am irresistible, I say, as I put on my designer fragrance. I am a merchant banker, I say, as I climb out of my BMW. I am a juvenile lout, I say, as I pour an extra strong lager, I am handsome, I say, as I put on my Levi jeans” (John Kay)
• “We view the experience of a Krispy Kreme store (where customers watch their donuts being baked behind glass) as the defining element of the brand” – (Scott Livengood, CEO, Krispy Kreme)
• “Experiences are as distinct from services as services are from goods” (Joseph Piune and James Gilmore, The Experience Economy)
• “Your most unhappy customers are your greatest source of learning” (Bill Gates)
• “A little experience often upsets a lot of theory” (S Parkes Cadman)

Borrowed with pride from all over the place.