Another fabulous Fourth of July weekend is history and this year, without knowing it, we probably consumed just a few more hot dogs than we did last July.

Why?  Because of something called product differentiation.

Whether you’re marketing a product or a service, it’s critical to differentiate the benefits of your offering.  When consumers appreciate the difference between your product and the competitors, they become interested in purchasing.

George and Rich Shea

Yet, differentiation can be a challenge, especially when it comes to mundane products such as hot dogs.  Brothers George and Rich Shea have brilliantly differentiated the Nathan’s brand of hot dogs by holding an annual hot dog eating contest.

The contest, started in 1961, is now televised on ESPN.  This year, the New York Times ran a giant newspaper column that provided thousands of dollars in free advertising.

When is a hot dog not a hot dog?  When it’s the featured product of  a televised hot dog eating contest–every July 4.  Brilliant!

Feel free to comment with an example of a product or service differentiation that impresses you.

How do you differentiate your hot dog?  With mustard?  Catsup?  Onions?  Chili?