The Stupidity of Sameness and the Value of Difference
The bottom line: Don’t try to blend in. What you need to do is be uniquely you by telling your story. If you’re a person who is in charge of making these decisions at your business, don’t try to match your brand to a trend that’s outside your lane.
Lee Hartley Carter • Persuasion: Convincing Others When Facts Don't Seem to Matter
Are the brand attributes that you picked—your brand, personality, and vibe— distinct from those of your competitors? Can you put a stake in the ground for them or have they already been taken? Your ideal customer needs to see how you’re different. You help him/her see this by finding that white space and putting your stake in it.
Meera Kothand • Your First 100
Being original is always the best strategy. We now live in a world where every day there are hundreds of companies launching or redefining themselves. Brand is no longer a secret and the process to create one has been codified
Fuzzco
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.
Ana Andjelic • Differentiation in the Sea of Sameness 👑
If you do, you’ll certainly be choosing a crowded quadrant. And without the magic of advertising, it’s very difficult to grow in a quadrant that’s crowded. Your customer doesn’t know what to do, so he does nothing. The alternative is to build your own quadrant. To find two axes that have been overlooked. To build a story, a true story, that keeps y
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