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

There are three implications for brand strategy: Create collections (rather than product ranges). A collection gives identity to everyday products. In the crowded industrial goods landscape, an identity is the key product differentiator: packaging, naming, color palette, signature design details, and product shapes, like the chick-shaped hand sanit

startups with highly differentiated products, rather than incrementally differentiated products, were more likely to succeed. The reason for such a strong variance may be that it’s only when substantial differentiation exists that customers are willing to give up a trusted brand or deal with the switching costs to try a new product. A radically dif

Differentiation, the art of standing out from the competition, is not front-page news. What IS front-page news, in a world of extreme clutter, is that you need more than differentiation. You need RADICAL differentiation. The new rule: When everybody zigs, zag.