We have explored the topic of Brand Differentiation from many angles over the years to help brands break free from the pull of ‘me too’ strategies. Today we’re highlighting nine insights that will help you think through and discover the meaningful point(s) of difference your brand can represent.
There’s a shift of focus: from big picture, broad brush disruptive market plays to a new era of personalized, specific, individualized small plays. In the new world of the quantified self and the emerging Internet Of Everything, brand differentiation today is really about what a brand does for “me” not how it revolutionizes whole swathes of a sector.
In today’s world, everyone is searching for the same best practice. Everyone benchmarks against each other. And everyone optimizes their communications plans. Everyone is copying each other. And so their brands are becoming clones.
Choosing among multiple options is always based on differences, implicit or explicit. Psychologists point out that vividly differentiated differences that are anchored to a product can enhance memory because they can be appreciated intellectually. In other words, if you’re advertising a product, you ought to give the consumer a reason to choose that product.
Brands need to fashion their products round their viewpoints rather than looking to drive preference around their features. And that’s led me to wonder whether, as strategists, our goal is no longer to position brands in relation to function but rather to platform brands as promoters of a worldview, even a world change. In essence, to ditch the Unique Selling Proposition in favor of the Unique Brand Perspective – an outlook on the world, and a hope for the future, that drives everything the brand does.