Finding points of difference is a huge challenge.
One of the core marketing theories is that brands need to be different. If you are in a competitive market, there are really only two ways to complete: be cheap or be different. Being cheap is certainly an option, but it is a very tough road. For most brands the core challenge is creating differentiation.
The problem is that in many categories the offerings are quite similar. The features are roughly comparable and the benefits all have a similar ring.
This is why Verizon’s map is so powerful. The marketing team at Verizon identified a clear point of difference versus key competitor AT&T, a point of difference that is each to understand and show. Why use Verizon? Because Verizon has a better network with more coverage.
For Verizon, this is a compelling message. Verizon can’t compete on devices at the moment, since AT&T has the iPhone. Verizon shouldn’t compete on price. Network quality is an important and clear point of difference, and the map visual shows this very clearly.
I suspect Verizon will keep running the map campaign for a very long time. It is hard to find a point of difference. Once you have one it makes sense to stick with it.