'The Difference Engine' mockup

The Difference Engine® - An Articulate Marketing Guide

Some people are born with star quality.
Businesses must engineer it.

Our book will tell you how. 

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(Free)

Embed and measure what makes you stand out and attract customers. Our experts have spent decades uncovering how businesses develop that "special something." With our blueprint, you can do the same.

Differentiate and accelerate your marketing with this step-by-step guide from Articulate Marketing.

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Who should read
this book?

We believe every successful business has a Difference Engine®.

This guide is for Marketing and
Business leaders aiming to stand out.

It covers building your engine from scratch to fine-tuning it for peak performance—perfect for start-ups making quick decisions and mature businesses seeking top-tier strategies for their next growth phase.

Extract

'Differentiation is how you establish your business's identity as distinct from others'. It's what makes you original. Maybe even odd. Worthy of attention, expressive, diverse, value-added, authoritative, helpful, customer-focused, people-led, more than the sum of your parts.'

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What's inside?

'The Difference Engine®: An Articulate Marketing Guide' is much like the original Difference Engine, the complex computing machine originated by Charles Babbage and Ada Lovelace. (No, you don't need to know the reference to read the book.)

It is comprised of components that interlock and impact one another - all vital parts of the machine.

Inside, you'll find hundreds of insightful tips and a checklist of 48 actionable steps over eight chapters or 'pillars' of the engine.

Table of contents

1. Your Mission

Goals, strategies and metrics for successful differentiation.

2. Talent and Culture

How your people and processes can help you stand out.

3. The Toolkit

The marketing and sales technologies you need.

4. Strategic Blueprints

Key foundations for your strategic brand positioning.

5. Brand Architecture

How to integrate visual assets with your overall branding.

6. Thought Leadership

Content that inspires and establishes your authority.

7. Lead Generation

How to get quality leads into your business, and nurture them.

8. Iterative Optimisation

Testing and discovering opportunities for marginal gains.

Extract

'Marketing is a system. It's a machine. Everything is connected to everything else. You have to be willing to face the complex challenges that come with raising your head above the parapet of mediocrity.'