Capitalizing on their source of credibility can be very differentiating for a brand. This is The Honest Company’s secret weapon!
Do You Always Need to Differentiate?
In today’s video, we discuss if you ALWAYS need to differentiate. It’s C R I T I C A L L Y important, but in some previous videos I’ve made it sound like a brand should ALWAYS differentiate. Now that IS, for the most part, what a brand should be doing, however today I want to talk with you guys about the fact that sometimes it’s just not.
Naming Tradeoffs: Choosing The Best Option
Naming brands often presents a choice between a name that’s very clear and transparent in its communication or one that’s more differentiated from the rest of the category. Very few names can be both at the same time. BrandTrue shares some thoughts on choosing the best option.
Stand Up To Stand Out: Hobby Lobby’s Polarizing Differentiation
Today we’re sharing another short video from Rebeca about how Hobby Lobby’s polarizing stance has been paradoxically good for their brand differentiation.
A Tale of Two Brand Launches
Last week I learned about two different brand launches from arch-rival companies Unilever and Procter & Gamble. The contrast between them is dramatic and I predict that only one will take off.
When A Brand Dares To Be Itself
Brands that dare to be themselves can be richly rewarded with more dedicated consumers. It takes courage to potentially alienate some, but when a brand dares to really live the ideals that define its purpose, it’s never a bad idea!
Brand Differentiation and The Courage To Stand Apart
One of the most powerful ways for a brand to overcome a challenging competitive situation is to find the courage to be different! If your brand is getting beaten up by the competition, it’s a strong signal that you’re too much like everyone else!
What Apple Isn’t Telling You
Another video with thoughts on how a brand can differentiate itself. This one touches on how Apple is doing something that’s great for some other brands to tout, but wouldn’t work for them.
The Burning Platform
The topic of purpose-driven brands has been very hot in brand strategy for several years. And with good reason! Purpose-driven brands can really connect with their audience in an authentic and emotional way.
