Differentiators sit at the core of a broader differentiation strategy. This strategy helps firms avoid commoditisation and reduces reliance on price competition by highlighting meaningful strengths.

Brand Positioning for Professional Services Firms More than fifty years ago, the concept of brand positioning was introduced to explain a powerful marketing reality. Today, that reality is even more relevant. The professional services marketplace is larger, noisier, and more competitive than ever. Firms are no longer competing only with local peers. Digital channels have expanded the competitive field nationally and globally, while buyers are faced with an overwhelming number