Spot the Difference

Looking at these two oranges, they appear identical. My job is to persuade people through marketing to choose one in preference to the other.

How do I do it? I start with research to find the difference. The product differentiation could be inherent in the product itself, its route to market, pricing, corporate heritage, packaging, branding, consumer perceptions and many other factors.

Having established the difference, I dramatise it using marketing intelligence and creative agility to persuade the customer to choose your product in preference to those of your competitors.