Dogs Have This Differentiation Game Cracked

by Paul Simister on April 5, 2011

What does a list of the most popular dogs have to do with how to differentiate a business?

Good question.

It’s all about creating buyer preference.

I saw the following list in yesterday’s paper about the ten most popular breeds in the UK:

  1. Labrador Retriever
  2. English Cocker Spaniel
  3. English Springer Spaniel
  4. German Shepherd Dog
  5. Staffordshire Bull Terrier
  6. Cavalier King Charles Spaniel
  7. Golden Retriever
  8. West Highland Whiter Terrier
  9. Boxer
  10. Border Terrier

I’m biased as I’ve owned Golden Retrievers and an Italian Spinone.

Each of the most popular breeds is doing something right.

They have found a combination of qualities that appeals particularly strongly to large groups of people.

They look different from each other – I bet quite a clear image springs to mind when you think of an English Sprinter Spaniel or a German Shepherd. Perhaps not so much for a Labrador because of their colour varieties – yellow, black or chocolate – but once you’ve got the colour nailed, then your vision becomes very similar to other peoples.

And if you had to describe the breeds in a few words, I bet there would be considerable crossover. Somehow dogs have been successfully branded – and they haven’t spent a penny on marketing.

It’s interesting to see how dominant the gundogs are – the retrievers and spaniels – which usually have lovely friendly temperaments which make them great family dogs.

It’s also interesting to see that many are a good size and therefore eat a lot and are not cheap to keep. More evidence that price/cost is often just a small factor in an ownership decision.

What I’d like to know is why you choose the dog you do so leave me a comment. I’d also like to know if you think your values that affected the choice of dog reflect in other purchases you make.

Me? Well with a Golden, I do tend to avoid dark clothes that attract the dog hairs and stick as if glued on.

Paul Simister is a business coach who helps small business owners to profit from differentiating their businesses, being distinctive in the eyes of their customers and standing out in a crowded marketplace.

You too can move past your profit tipping point by answering the seven big questions of business success.

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