Additional Material

Chapter 7

Additional information of examples and brands mentioned on Chapter 7: How to test your difference.

Pizza brand positioning

Papa John’s: Better ingredients. Better pizza.

Domino’s Pizza: 30 minutes or free.

Battery testers


Experience in Bariloche (Argentina): Long lines and a lot of waiting times to take transportation • Preferred line for Citi customers.

Lounge at Aventura Mall (Miami): Space inside the mall with space to sit, coffee station, battery chargers and ATM. During Christmas offer gift packaging and Santa ticket express.

Colgate Ultra White

Direct communication of its difference: Whiter teeth in 14 days.

Tierra Tec

Evidence their benefit in their communication: We install production unit at the place, saving on transportation costs.