Udaiyan Jatar - Blue Earth Network

Design Driven

The question that we’re all asking today: How do you sustain your differentiation in shifting market conditions?

Furthermore, how do you build consumer loyalty in a world where products and technologies are copied almost instantly and brands struggle to differentiate themselves?

In this conversation, J Cornelius and Udaiyan Jatar (“UJ”), Founder of Blue Earth Network, discussed what it takes for an organization to be truly different, how to fight against the rapid product commoditization that is occurring in the 21st century, and the most important factor in establishing brand affinity.

Topics include:

• Why do some brands transcend their competitors so much faster today?
• The two forces of differentiation
• How do you sustain your differentiation in shifting market conditions?
• The positive impacts of aligning your front and back office
• The “Iceberg Analogy” behind product design
• How do you create brand affinity?

About Udaiyan Jatar:

Udaiyan Jatar, widely known as "UJ," has been spearheading transformation initiatives for global organizations for decades. He's led global brand development and marketing at Procter & Gamble and Coca-Cola and been an educator and board member at the Presidio Graduate School and Georgia Tech Institute of Technology. He now runs Blue Earth Network, a platform for creating systemic change and sustainable differentiation for organizations of all sizes.

UJ’s TEDx talk, The 7 Disciplines for Building a Transcendent Brand, explains the counterintuitive disciplines that helped small entrepreneurs create iconic brands like Apple, Coca-Cola, and Harley-Davidson that eventually "transcended" global culture. These brands pass the tattoo test.

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