Branding on Genetic Superiority

  Tyra Banks once said (in a matter-of-fact tone) that she was a winner in the genetic sweepstakes - meaning, the public grants her certain privileges just because she's Tyra. 

When I posed the lack of differentiation in Accenture's value proposition to a client of mine, his response: "They don't have to differentiate. They compete on genetic superiority."

I suppose he's right. But, while it may take some time, that genetic superiority could run out, even in the case of Tyra Banks. Case in point: time may have run out on that old line, "No one ever got fired for buying IBM." It was always a cute phrase to recite in IT circles - and it was true. 

Ah, but the times are a changin'. HP just beat IBM in a vendor value survey (conducted by Ziff Davis) surpassing Big Blue in its abilities to increase revenue, reduce costs, manage innovation and achieve ROI objectives. HP is also perceived at being superior in on-time, on-budget delivery, managing innovation and meeting quality hurdles. Overall, HP's total value exceeded IBM, 79 to 66 percent.

However, IBM is just about even when you measure customer loyalty.