Why Is It So Important for Brands to Differentiate?

Posted by Mitch Duckler on July 11, 2019

Today’s winning brands can’t afford to play it safe. They don’t say "that's just how it’s always been done," and they understand that their brands are more just a sleek logo or a cool tagline. The brands that crush their competition understand that branding and brand strategy go much deeper than attractive website design and responsive mobile design.

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Topics: Brand Strategy, Brand Value Proposition, Customer Experience, Brand Strategy Consulting, Brand Differentiation

The Most Successful Brands  Differentiate to Avert Homogeneity

Posted by Mitch Duckler on June 26, 2019

Is your brand positioned in consumers’ minds against competitors in a meaningful way? Today, too many brand strategies lack strategic differentiation. Instead, they fall back on traditional differentiators like price points, product features, and customer service. Brands that rely on such ho-hum differentiators lose in the long run for three reasons:

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Topics: Brand Positioning, Customer Experience, Brand Extension Strategy, Brand Strategy Consulting, Brand Differentiation

Broken Promises:  When Brands Don’t Deliver What They Promise

Posted by Carolyn Crafts on April 01, 2019

A brand exists in its most elementary form, to provide a solution to a problem that exists in the marketplace. In agreeing to provide the solution, it is promising to make good on that agreement—offering a solution is a commitment to deliver a brand promise.

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Topics: Brand Strategy, Customer Experience, Brand Differentiation, Brand Promise

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