Imaginative Creativity + Systematic Creatiivity = Competitive Creativity® Most technology companies believe they compete primarily on product. Better features, better engineering, better performance. And in many cases, they do build excellent products. Yet in competitive markets, superior capability alone rarely guarantees growth. The reason is simple: buyers rarely experience markets through perfect comparison. They don’t calmly line up product features and make rational eva

In our fast-paced, low attention span society, familiarity and understanding are often mistaken for each other. I was brought up in a...

Familiarity is the biggest driver of consideration. So, let’s first try and familiarise you with the concept of Competitive Creativity ® , otherwise logic says you won’t consider it. Then we’ll explain how we introduced it into the Soldo spend management brand, enhancing their awareness, consideration and sales against their competitive set. Competitive Creativity ® in a nutshell Competitive Creativity ® is the deliberate sequencing of imaginative brand-building devices to

In most B2B and FinTech categories, buyers struggle to perceive meaningful differences between competing brands. Differentiation matters, but only if audiences notice and remember it. When differences are hard to evaluate, buyers default to brands that feel familiar and low risk. Familiarity is built through distinctive, emotionally engaging marketing that creates memory structures over time. Conversion efficiency improves when buyers already recognise and trust a brand befor

One of the top emerging trends FinTech marketers predict will take centre stage in 2026 is ‘building brand differentiators’ (48%) (1). But what actually is a brand differentiator, and how important are they? In simple terms, a brand differentiator is anything that reduces buyer uncertainty faster than competitors. It might be functional, product-led or emotional. But before losing sleep over engineering meaningful differentiation, there’s an uncomfortable truth worth ackno

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