Differentiation in the sea of sameness 👑

Brand sustainability comes down to two things:  relevance and differentiation.  Something either affects a brand's relevance; is it meaningful to my life today? And its differentiation; is it unique and can I identify that uniqueness? Everything falls into one of those two buckets as it relates to brand.  The goal is to be high

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Identity. Value innovation is the opposite of imitation. It is a pursuit of singularity and incomparability. Häagen-Dazs tagline is “made like no other.” First-best brands, like Amazon, Apple or Hermès, invest in their own identity that transcends categories. They do not focus on what their competitors are doing. Kanye doesn’t compare himself with ... See more