From the BrandBaker blog (I haven’t found the BrandPlumber or the BrandButcher yet, but give it time and we’ll have a whole village soon):
“It is better to be the real bricklayer than a half-tailor” — Nizami Gandjevi, azerbaijani poet, 12th century.
“When you build your brand it is vital to keep your differentiation idea in all your communication channels. Website, flyers, posters etc all of them must tell the target your idea. It is like branding England as conservatism country with its tradions and lifestyle. Build your ow stronghold under the name of your differentiating idea or attribute that you took in your category.”
I don’t think anyone willl argue that differentiation is probably the most important element of any brand strategy. In his post, Michael (Brand) Baker points us to something he found on BrandMO: “Instead of being a something, become the something.”
Bingo times infinity.
By the way, if you haven’t taken the time to catch up on the latest brand surveys, here they are, courtesy of InterBrand. Strangely, consistency scored higher overall than differentiation… which tells me that we still have a lot of work to do.
Have a great weekend, everyone. 🙂