Another fabulous Fourth of July weekend is upon us.  Happy Fourth!

This year, we’ll blow up scads of fireworks and consume countless burgers and hot dogs–all commodity items that defy much serious expectations.

So when is a hot dog, not just a hot dog?

When it’s an event.

This is because of something called product differentiation.

Product–or service–differentiation can help consumers tell you apart from the competition.   When people appreciate the difference they become interested in doing business with you.

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.  Every year, publications such as the New York Times run articles 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!

Have a safe and relaxing holiday weekend!

Oh, and tell me, how do you differentiate your hot dog?  With mustard?  Catsup?  Onions?  Chili?