Why Brand Is Grand

From time to time this column has focused on the critical need to separate your continuing professional education (CPE) program from that of your competitors. To accomplish that you must create a distinct and sustainable competitive advantage. By so doing you avoid the unrewarding position of being thought of as one of the "usual suspects." That is, you avoid breaking one of Shore's Ten Commandments of Marketing: "Thou Shall Never Be Perceived as a Commodity." This of course is easier said