Marketing will be the primary differentiation for these pills, since each works the same way.

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In January 2011, it introduced a marketing campaign to promote this point of differentiation from its competitors.

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And that the most powerful form of marketing communications is word of mouth based on differentiation.

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Consumer marketing strategist Liz Crawford believes these chains need to find a point of differentiation beyond price.

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This visual transformation was quickly followed by myriad branding initiatives, from traditional advertising to digital media campaigns to participation in social marketing activities like EKOCYCLE, which have only served to highlight its unique differentiation in the beverage category.

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There is a tremendous opportunity for businesses to take cause marketing to the next step, making it work for good while demonstrating value, providing differentiation and building brand loyalty.

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