Imbuing brands with a sense of difference
DISTINCTIVENESS is the quality that causes a brand expression to stand out from competing messages. If it doesn’t stand out, the game is over. Distinctiveness often requires boldness, innovation, surprise, and clarity, not to mention courage on the part of the company.
Marty Neumier • The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
In order to meet the objectives of the ‘performance’ stage, build brand differentiation by doing the following:
Creating differentiation helps answer the ‘what are you?’ stage, but remember that performance is only one of the quadrants... See more
- Creating memorable experiences
- Displaying positive brand values
- Telling important brand stories
- Building brand personas
Creating differentiation helps answer the ‘what are you?’ stage, but remember that performance is only one of the quadrants... See more
Casey Schmidt • A unique brand resonance model guide for 2020
If we think about branding in terms of these six dimensions—authenticity, fulfillment, value, reliability, safety, and recourse—we can identify major benefits of establishing a known brand name.
Simon Steinhardt • Hidden in Plain Sight: How to Create Extraordinary Products for Tomorrow's Customers
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
... See moreKat Cole • Invest Like the Best with Patrick O'Shaughnessy on Apple Podcasts
For brands anticipating rapid growth, it is helpful to define the product or benefit space in which the brand would like to compete, as Nike did with “athletic performance” and Disney with “family entertainment.” Words that describe the nature of the product or service, or the type of experiences or benefits the brand provides, can be critical to i
... See moreKevin Lane Keller • Marketing Management, 15/E With Indian Case Study
Instead, better is to focus on creating and nurturing brand differentiation in the eyes of the consumer, through creation of buyer value. Buyer value protects a brand’s pricing power, as consumers are willing to pay premium for value they think they cannot get anywhere else.