<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69089aa82eda77df5b8bc01b_651e9c84018b239d34b4a0ee_Differentiation%2520in%2520category%2520%2520(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Event · Expression</span> <h1 class="gn-title">Differentiation in Category - Building Brand Recognition in 2024</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>16 November 2023</span> <span class="pip"></span> <span>1 min read</span> </div> </div> </div> <div class="gn-event-meta gn-reveal"><div class="gn-event-meta__block"> <span class="gn-event-meta__label">When</span> <span class="gn-event-meta__value gn-date">Thu, 16 Nov 2023 · 09:00</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Where</span> <span class="gn-event-meta__value">Online</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Status</span> <span class="gn-event-status gn-event-status--recording">Past · Recording</span> </div></div> <div class="gn-body"> <p class="gn-lede gn-reveal">In an increasingly competitive landscape, <strong>what makes your business stand out from the crowd?</strong></p> <p class="gn-reveal">In this virtual session, our experts discuss the common challenges in-house marketers face when it comes to <strong>developing and maintaining</strong> a clear '<strong>point of difference</strong>' in their communication strategy, including <strong>how to identify key differentiators</strong>, and the opportunities to roll these out as part of a wider marketing or brand strategy.</p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">On the agenda</div> <h4>What this session covers</h4> <ul> <li><strong>Differentiation in category.</strong> How to define your points of 'differentiation' as a brand against your competitors.</li> <li><strong>Standing out for the right reasons.</strong> The common challenges in-house marketers face when it comes to developing and maintaining a clear 'point of difference' in their communication strategy.</li> <li><strong>Driving recognition with your USP.</strong> How different brands and industries can address these key points of difference across different stages of the user journey.</li> <li><strong>Next steps.</strong> Measuring ROI, continuous improvement, and building brand recognition for long-term value.</li> </ul> </aside> <div class="gn-speakers gn-reveal"> <h3 class="gn-speakers__title">Speakers</h3> <div class="gn-speakers__grid"> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Ben Marshall</span> <span class="gn-speaker__role">Creative Director · Jaywing</span> <a href="https://www.linkedin.com/in/ben-marshall-87a03712/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Dom Roe</span> <span class="gn-speaker__role">Head of Planning · Recipe</span> <a href="https://www.linkedin.com/in/dom-roe-a23a6926/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Helen Hudson</span> <span class="gn-speaker__role">Co-Founder &amp; Managing Director · HUB</span> <a href="https://www.linkedin.com/in/helen-hudson-9383b19/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Lauren Castagni Mote</span> <span class="gn-speaker__role">Senior Head of Insight &amp; Strategy · Enjoy Digital</span> <a href="https://www.linkedin.com/in/lauren-castagni-mote/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Ranzie Anthony</span> <span class="gn-speaker__role">CEO · Athlon</span> <a href="https://www.linkedin.com/in/ranzie/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Steve Stokes</span> <span class="gn-speaker__role">Co-Founder &amp; Planning Partner · Dog Cat &amp; Mouse</span> <a href="https://www.linkedin.com/in/stephen-stokes-970a777/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> </div> </div> <p class="gn-reveal">Got a specific challenge? This industry workshop will allow you to ask key questions that shape the conversation – register below to reserve your place.</p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/pr-vs-brand---defining-your-strategy-in-2024" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">PR vs. Brand - Defining your Strategy in 2024</span> <span class="gn-related__excerpt">Six agency experts reveal how to frame PR and brand objectives, align tactics across stakeholders, and decide where to invest your communica</span> </a> </li> <li class="gn-related__item"> <a href="/articles/building-a-brand-with-impact-investing-in-awareness-channels" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Building a Brand with Impact: When and where to invest in Awareness</span> <span class="gn-related__excerpt">TV, radio, and OOH don&#39;t have to feel like a gamble. 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