How Brands Can Escape AI-Driven Sameness
July 22, 20269 min
Bear with me as I wax philosophical. It’s a circuitous path, but it will loop us to AI. So here goes.
NEW THINKING
HomeCategory
Brand Differentiation - Branding Strategy Insider
Brand differentiation is a cornerstone of brand strategy. To be different is to not be the same. To be unique is to be one of a kind. Explore valuable brand differentiation techniques and strategies on Branding Strategy Insider.
Failure To Relevantly Differentiate: Amazon’s Grocery Blind Spot
February 2, 20269 min
Last week, I discussed the new brick-and-mortar Amazon entry: a big box store with a large helping of Amazon logistics, data mining, and merchandise expertise. As part of that Amazon discussion, two brand stumbling blocks came under scrutiny. One: Amazon’s continued lack of understanding of customers in brick-and-mortar grocery stores. Two, Amazon’s lack of designing and articulating brand-relevant differentiation.
Beyond Meat Struggles Without Brand Differentiation
August 18, 20258 min
There is some reporting that Beyond Meat, the meat-alternative parent of Beyond Burgers and more, is headed for Chapter 11. Apparently, the brand’s last quarter was an even bigger disappointment than previous quarters.
Brand Management Mistakes Hold Back Peloton
May 5, 20258 min
For some time now, almost since its inception, Peloton has avoided communicating why it is relevantly differentiated from other exercise platforms. Even though Peloton has a unique and significant purpose and promise, the brand has neglected to tell anyone. The brand’s promise and essence are seemingly secrets. You tend to learn about “why Peloton” by osmosis, after signing up and/or buying the hardware. By withholding Peloton’s reason for being, Peloton has cycled through a multitude...
Weaker Brands Chase Their Competitors
April 16, 20255 min
Product parity exists in (too) many categories because technology advances have enabled the ability to replicate precise competitor formulations quickly. When product innovations hit a category marketplace, the clock is already ticking on adjacent businesses matching the move, an all-too-frequent behavior that carries unintended consequences.