A Case Study in Brand Differentiation
As a long-time “big and tall shopper,” I only shop from a handful of companies. Two of these happen to be Rochester Big and Tall and Casual Male XL. While owned by the same company, both have positioned themselves to different segments of the big and tall market. Rochester sells more upscale, pricier, higher-end merchandise, while Casual Male offers more affordable apparel. In my opinion, both have done an excellent job of differentiating themselves brandwise on their Web sites and in their stores with the products they offer.
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.