If consumers cannot perceive or articulate a difference between brands, there is nothing to talk about or to share,

1. Augustine Fou- 1 -
Brand Triplets
What’s the Difference?
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
April 2014

2. Augustine Fou- 2 -
Author’s Commentary
“If users can’t perceive a difference
or can’t articulate a difference
between brands, what would they
tell their friends about? What
would they share in social media?”
-- Dr. Augustine Fou

3. Augustine Fou- 3 -
JetBlue ATA Southwest Air

4. Augustine Fou- 4 -
Visa Mastercard American
Express

5. Augustine Fou- 5 -
Hertz Avis Budget

6. Augustine Fou- 6 -
Nike Adidas Puma Converse

7. Augustine Fou- 7 -
Coke Pepsi Dr Pepper

8. Augustine Fou- 8 -
Dell Lenovo/IBM HP/Compaq
X

9. Augustine Fou- 9 -
Amazon.com
Barnes&Noble
Borders
X

10. Augustine Fou- 10 -
Walmart Kmart Target
X

11. Augustine Fou- 11 -
Best Buy CircuitCity CompUSA
XX

12. Augustine Fou- 12 -
Dr. Augustine Fou – Digital Consigliere
“Many brands, especially retail brands are
virtually undifferentiated – or not differentiated
in the mind of the consumer, despite the
advertising. I help clients innovate not just
their marketing but their product or service
too, to stand out.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
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