How to spend less on marketing (differentiate in your brand)
The internet and the marketing industry have done a great job of getting everyone to chase tactics, blueprints, and algorithms, while ignoring what actually moves the needle in marketing: helping people who need the kind of help you offer. In other words, branding and positioning.
If you’re branding and positioning is off, people will see right through your marketing offers. And you will need to spend twice as much as your competitors to get a similar return.
Today more than ever, brands need to differentiate before they pur money into marketing, because it’s only getting more competitive.
If you’re branding and positioning is off, people will see right through your marketing offers. And you will need to spend twice as much as your competitors to get a similar return.
Today more than ever, brands need to differentiate before they pur money into marketing, because it’s only getting more competitive.
How much could you save with better branding and positioning?
Brand differentiation typically reduces marketing costs by 30-50%.
$
Generic
Distinctive
Research shows undifferentiated brands pay 30-50% more for initial customer acquisition
6 months
36 months
Shows projected marketing cost differences over selected time period
Marketing Cost Growth Rate:
10% annual growth in marketing costs for undifferentiated brands — rates reflect industry averages but may vary by market
Monthly Savings
$0
Average monthly
Total Savings
$0
Over 12 months
Key Insights:
- With a monthly marketing budget of $10,000, you could save $0 over 12 months by investing in brand differentiation.
- By month 12, an undifferentiated brand would spend $0 vs. $0 for a differentiated brand.
- These savings could potentially fund further brand investment, creating a virtuous cycle of increased differentiation and marketing efficiency.
- The cost premium paid by undifferentiated brands is well-documented across markets, though exact rates vary by industry.
Model Assumptions: Initial premium based on Kantar Millward Brown research (30-50% lower CAC for distinctive brands). Annual growth rates of 10% applied to marketing costs for undifferentiated brands. Actual results will vary by industry, market conditions, and execution.