This “Think Different” is the tagline of the tech savvy Goliath named Apple Inc. Thinking and being different is something all brands should practice. Apple differentiates itself from it’s competitors by focusing on innovative design and user experience. EVERY brand needs to have differentiating qualities because ALL successful brands do. It may have been taboo in high school, but when it comes to business and anything where brands are involved being different is a necessity. Difference equates to equity if you execute accordingly. The idea is to infuse your brand into people’s everyday life, in turn making it something they must have and wont want to live without. In order to be irreplaceable one must always be different. Brands need to demonstrate their difference and make it easy for customers to understand that difference. It is imperative to be able to articulate your point of difference. This means communications should be clear & concise, and it wouldn’t hurt if it was delivered in a unique fashion either.
Differentiation
- Positioning
- Be First/Leader
- Make Products in a Special Way
- Specialize in your Market
- Maintain Attribute Ownership
Not Differentiation
- Operational Effectiveness
- Pricing
- Breadth of Line
Act Accordingly.
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About Dewane Mutunga
What a great post with excellent points, even those annoying advertisements on TV that seem silly to us is a form of branding because it helps imprint that particular brand in our minds.
I’m not the kind to bother placing comments on peoples’ weblogs typically but right after stumbling across yours I figured I would shoot a quick note to give me a short break from work. I have to confess that I’ve gotten a bit distracted going through and browsing a few of your articles… I ought to probably be doing work. You have some very nice insights here, so I’ll add you to my Google Reader for the future. Take care!