Mr Jacky Tai

Principal Consultant, StrategiCom

Topic Synopsis

Differentiate Or Sell Cheap: The 13 Strategies Of Differentiation

Differentiation is the most important aspect of any branding project because if customers cannot perceive any difference between your brand and your competitors’ brands, then they will buy from whoever is cheaper. Contrary to popular belief, it is possible to build a strong brand using a low price strategy provided you have structural cost advantage. Competing on price is getting harder and harder in The China Age. You need to differentiate but differentiation is also very difficult to achieve because not many people understand it fully. Mr Jacky Tai will lay out the 13 differentiation strategies that will allow you to differentiate your brand in any market.

Biography

Jacky Tai graduated in 1994 with a marketing degree from one of the top 10 American universities, the University of Wisconsin in Madison. His most valuable marketing lessons, however, have come from the school of hard knocks. Since graduation, he has headed the marketing department of several start-ups in the United States and Singapore. The hyper-competition of today’s business environment taught him that what separates successful companies from also-rans is often the right strategy.

He joined International Enterprise Singapore (the former Singapore Trade Development Board) in 2004 as its branding manager, developing brand education programmes to train Singapore companies. His workshops have been attended by companies ranging from start-ups to established players like SingTel, DBS, OCBC, Great Eastern, Singapore Technologies, Fraser & Neave, Beyonics, Flextronics, Singapore Exchange and Wilmar.

Jacky also writes a regular Branding Tips column in E-Marketer magazine for the Marketing Institute of Singapore and contributes articles to marketing magazines, websites and newsletters.