Combatting Commoditization: What Makes You Different?

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Program Description:

In this episode of the Build Your Brand podcast, host Jeff Echols talks about how branding can set a company apart in a world where the internet is littered with aggregating sites whose sole purpose is to help customers find the lowest price. To illustrate this point, he shares a story from Barry Chandler, co-founder of Story Forge, about how Southwest Airlines went above and beyond to help a mother whose son had been in a car accident. This act of kindness, driven by compassion and not just profit, sets Southwest apart from other airlines and is an example of how branding can create loyal customers. Echols goes on to explain that if a company looks, sounds, and acts the same as its competitors, it is a commodity, and clients will choose the cheapest option. He discusses the importance of differentiation in branding and how it can create value for a company. This episode is a must-listen for anyone looking to understand the importance of branding and how it can set a company apart from its competitors.

Learning Objectives:
AIA CES Program ID #: GMG.0006
Approved Type: Elective
Approved Credit Hrs: 0.25 LU
Program Length: 15:43 Minutes
Program Level: Entry
Category: Practice Management

Instructional Delivery Method(s):

  • Podcast

Program Length:

  • 15:43 Minutes

Approved Learning Units and Type:

  • 0.25 LU|ELECTIVE

AIA CES Program Approval Expiration Date:

  • Approved: 05/24/2023
  • Expiration: 05/24/2026


  • None

Program Level:

  • Entry

Advance Learner Preparation:

  • None

AIA CES Provider Statement:

Gābl Media is a registered provider of AIA-approved continuing education under Provider Number 10024977

All registered AIA CES Providers must comply with the AIA Standards for Continuing Education Programs. 

Any questions or concerns about this provider or this learning program may be sent to AIA CES ([email protected] or (800) AIA 3837, Option 3).

This learning program is registered with AIA CES for continuing professional education. As such, it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner of handling, using, distributing, or dealing in any material or product.

AIA continuing education credit has been reviewed and approved by AIA CES. 

Learners must complete the entire learning program to receive continuing education credit. 

AIA continuing education Learning Units earned upon completion of this course will be reported to AIA CES for AIA members. 

Certificates of Completion for both AIA members and non-AIA members are available upon completion, as well as are available to be emailed to the learner upon request, regardless of continued Gābl Media subscription/membership status.

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