The Company Itself is a Differentiator

As intangibles become more important in high-risk purchase decisions, the company's corporate image, culture, and philosophy become integral parts of the product itself. Customers don't just buy a device; they buy the company that stands behind it.

By making the company different, marketing can make its products unique.

How Corporate Image Differentiates:

• Culture as Brand: A company's internal culture is inevitably exposed to the outside world and becomes part of its public image. A culture that values service will be perceived as a service-oriented company. A culture that values technology leadership will be seen as an innovator.
• Philosophy as a Product: A strong leader can invent a corporate philosophy that becomes a product in itself. Lee Iacocca's "New Chrysler Corporation" sold pride in America, and the car was thrown in as part of the package.
• Building Preference: Customers who identify with a company's culture and values will develop a preference for its products. They "buy" the company, and a device is sold as a result.

The names IBM, Hewlett-Packard, or Neiman-Marcus stand for a set of values and a promise to the customer. This corporate identity is a powerful differentiator that is extremely difficult for competitors to replicate.