Very interesting blog post about personal leadership branding through a food recipe example. The author provides a very practical definition of points-of-parity and points-of-differentiation.
My understanding about these two concepts is:
Points-of-parity: are the elements that are considered mandatory for a brand. The basic things that you need to be a player in a category.
Points-of-differentiation: are the attributes that make a brand unique, it is your competitive advantage.
A key takeaway for me is to avoid meaningless slogans and advertising campaigns that only focus and highlight points-of-parity. For consumers this is a given and in order for a brand to even exist these elements need to be in place. In order for a brand to be sustainable in the long-term, points-of-differentiation are crucial and this is what sets you apart from other competitors.
