Differentiation is acknowledged by most as the goal that every marketer should be seeking. But the enthusiasm for the pursuit masks a common misunderstanding – in the context of brand strategy, different and difference are not one and the same.
As marketers we come close to taking brands for granted. But while most now get the theory, the practice of brand-building is not as simple as many would like to believe.
There are no shortcuts to building successful brands but there are many pathways. Today, ten you may not have considered.
How do we recognize a brand? What do consumers see, and how different is that from the ways brands are structured?
Every brand needs to make a practice of reflecting beliefs. That’s because everything consumers see in the world gets ‘bent’ through the prism of the values they espouse.
