Distility was featured in a business strategy article in the Globe & Mail, Canada’s National Newspaper, on Thursday September 22, 2011. To read the full Globe and Mail article by Marjo Johne please see Strategy: How to get ahead by being different. Below is an excerpt of the article which considers the importance of differentiating your business.
Strategy: How to Get Ahead by Being Different
by Marjo Johne, Published Thursday September 22, 2011
By the time Axle Davids started his own brand consulting firm 10 years ago, he had already worked in the industry for almost two decades. So he knew what kind of competition he would be up against.
He also knew he had to do find a way to be different.
“When I was drafting my first business plan, I wrote about how I would use innovation to stand out from other companies,” recalls Mr. Davids, founder of Toronto-based Distility Branding, whose roster of clients include AT&T Mobility and AutoShare – Car Sharing Network Inc. “So the idea of differentiating myself from my competition was really baked into my business strategy.”
Mr. Davids developed a technology-based system that allows his clients to define their brands in one day – a significant point of difference in an industry where branding projects can take weeks or even months to complete. And instead of giving his clients the usual big report at the end of their branding exercise, Mr. Davids hands out a one-page brand summary.
“It struck me that there had to be a better and different way to do branding,” says Mr. Davids. “It’s taken me almost 10 years to develop that better and different way, but now it’s done and there’s nothing else like it.”
Read more at the Globe and Mail.