The firefly syndrome

You can forget about uniqueness, credibility and visibility when you understand what building a strong and compelling brand is really all about. Being distinctive gives a brand the right to exist, but you are already unique by nature. Instead of talking about uniqueness, I prefer to talk about individuality and being distinctive . Strategic Positioning You look for distinctiveness in your strategic positioning in the first place .

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There the emphasis is on the value for the market, the proposition, the USPs. You already hear it, this phase has a functional character. A level that French Consumer Phone List we often measure too long and broadly in our communication in terms of importance. Characteristic = tactical However , being distinctive is a more tactical matter . It asks the brand to show character. Suddenly it is no longer about a distinctive position, but rather about a feeling that you want to evoke. Let feeling play an extremely important role in the decisions we make.

Characteristic = tactical

Succeeding in this requires brands to be very consistent in who they really are, and to show their individuality. Individuality is already in the character of the brand. So easy. Buy Email list from latest mailing List . This institute concluded that strategic differentiation (as a result of a unique positioning) does not have as significant an effect as marketers often think.

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