Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Anna, a Product Manager in Stockholm, Sweden who writes…
When Rosser Reeves first proposed the Unique Selling Proposition many decades ago now, the world was a very different place. Products still had the potential to actually be different, advertising was largely confined to mainstream channels and brands were, for the most part, identifiers.
For some time now, brands have pursued difference. Spurred on initially by Jack Trout, they’ve positioned, disrupted, innovated…all with that elusive goal in mind. To stand out and stand apart from their competitors. Benefits, positioning, pyramids, strategies…a lot of time and energy has gone into trying to help brands achieve difference. Everyone’s been on that quest to become a Purple Cow.
I have written about creating “category-of-one” brands before.
Everybody wants a brand that’s different. The irony of that statement is intentional. It belies the conservative manner in which most brands approach competitive difference.
