Mark Osborne says most companies waste huge ad budgets saying the same generic things as their competitors. Real brand value comes from a distinct message about what only you can deliver, not just claiming you're better at what everyone else does.
companies that are, you know, maybe even spending a lot of money in advertising, but what they're talking about, the message that they're bringing to the marketplace, is either like the benefits of the category or benefits that, you know, essentially every other competitor claims, and they just say they're better at it.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
