ABSTRACT
The range of options for achieving differentiation was one area which was not fully appreciated by Henry Ford. Often differentiation can turn on seemingly frivolous and superficial points but, as they can play a crucial role in distinguishing one offer from another, they then need to be recognised for the leverage they can provide. Henry Ford had a horror of debt which allowed his competitors to gain advantage through differentiating by new forms of payment, such as accepting credit and paying by instalments. Differentiation through service is intangible but obviously important for service brands. The basis of the company's marketing had historically centred around establishing a significant product advantage for its brands. The top companies were seen as similar in satisfying the core needs of consumers, and thus any differentiation was difficult. Sometimes the claiming of a generic requires a little finesse, even in such a prosaic market as instant noodles.
