ABSTRACT
Because of the potency of differentiation, it is often imagined to have a complexity proportionate to its impact. This is a familiar conceit from which many make a good living by unravelling a supposed spider web which need never have existed in the first place. Often a few words can make all the difference. Sometimes the verbal framing of a situation can produce a winning concept. The associations of words are also powerful. Words do have potency beyond their mere descriptive role, but it is important to remember that this should always be in the service of differentiation. The seeming reluctance to focus on the specific is clearly illustrated by much copy in marketing, which may sound nice but actually says little to give a clear differentiation from competition through the intrinsic merits of the brand. An area where this is particularly apparent is the clear opportunity provided by labels on wine bottles, which is usually squandered.
