ABSTRACT
The marketing skill is choosing an aspect which has some resonance with the consumers. What is most unfortunate is that marketing is a business tool which can be almost magical in its effect, as evidenced by the difference made by simply changing the name Pilchards to Cornish Sardines. Like the understanding of the word "marketing", the failure to grasp what strategy means shows the ignorance of the basics which undermines marketing. Hopefully the focus on the basic building block of difference will help dispel some of these cobwebs and focus on the essence of marketing, bringing its magic to the fore. By highlighting a clear and unique difference from its competitors, a brand can help alleviate the dilemma of the consumer to the advantage of both parties. In addition there is the familiar trope, which has been mentioned, of choosing an extrinsic property to differentiate, which is a false premise.
