The attributes or benefits customers strongly associate with a brand, value, and believe they could not get to the same degree from a competitor. The counterpart to points of parity in Keller's positioning framework.
When writing positioning, headlines and homepage messaging, briefing creative, and whenever the brand is losing on price because nothing else stands out.
Volvo and safety; Zappos and customer service; a local HVAC company with a 'no-show, no-charge' guarantee; a SaaS tool that is the only one built for a specific industry's workflow.
The play that decides whether you compete on value or on price. Flagged when the claimed difference is one customers don't care about or can't verify.
