Bloomberg Anywhere Remote Login Bloomberg Terminal Demo Request


Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.


Financial Products

Enterprise Products


Customer Support

  • Americas

    +1 212 318 2000

  • Europe, Middle East, & Africa

    +44 20 7330 7500

  • Asia Pacific

    +65 6212 1000


Industry Products

Media Services

Follow Us

Businessweek Archives

Stand Out from the Crowd

The most important thing is to get your positioning as “right” as possible. You want to be perceived by your target market as better than the competition on some attributes that leverage your firm’s distinctive competence, so as to have some durable competitive advantage. Every marketing activity then has to strengthen this perception.

Tactically, don’t let anyone tell you that you can’t measure the impact of your advertising and promotion. Especially for small businesses, it’s relatively easy and inexpensive to keep track of the data you need to make these evaluations. They won’t be as precise as other accounting entities, but they will be precise enough to make very productive decisions on which campaigns to do more of and which to stop.

Last hint — don’t be afraid to be different and innovative. Those are the concepts that are typically most successful. (Advertising on the backs of the Chinese fortune cookies, which serial entrepreneur Josh Kopelman introduced, is just one example.)

Leonard M. Lodish

Marketing Professor

Vice Dean, Wharton West

University of Pennsylvania


blog comments powered by Disqus