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Description:
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In a world where buyers have nearly limitless options—whether
it’s to buy from an offshore provider, a global software or professional
services brand, or from a highly specialized niche player—the only
way to avoid being seen as a commodity provider is to differentiate,
and to differentiate well.
This briefing provides an overview of ITSMA's four-phased model for
establishing differentiation and building an enduring brand, the steps
of which include:
- Brand Assessment—Analyze your position
- Brand Framework—Build your vision
- Brand Communication—Educate your constituents
- Brand Management—Deliver on your promise
In addition, the briefing features a case study on how Amdocs leverages
its reference program to reinforce its brand messaging.
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