In today’s video, we discuss if you always need to differentiate. It’s critically 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.
Do You Always Need to Differentiate?
The exceptions are when a brand is a huge leader in their category, or if it’s creating a new category where there wasn’t one before. In those cases, you’re much better off clearly communicating how your brand’s attributes align with the category’s. This becomes more important than being unique, particular or differentiated. In this video, I illustrate that concept using the example of two US mint brands, Tic Tacs and Altoids.
Please check out our video below:
This video also appeared on LinkedIn
Here are some additional articles on differentiation:
Brand Differentiation and The Courage To Stand Apart
When A Brand Dares To Be Itself
