Category: Differentiation
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Don’t Make Them Search
Customers won’t play Where’s Waldo? when it comes to choosing a brand.
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Making Customers’ Stories Your Own
When you successfully leverage your customer success stories, you transform them into an essential sales tool.
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Differentiate or Die
Not only does Frontier Airlines’ undifferentiated positioning invite comparison, it fails to deliver on its brand promise.
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Don’t Slack on Story
Slack demonstrates how a strong brand story can drive product adoption and customer loyalty.
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The Strength in an Aspirational Brand
In addition to the aspirational nature of Equinox’s external messaging, the customer experience is similarly structured to reinforce the idea that the drive to improve should come from within.
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Narrow Focus, Broad Impact
By narrowing their focus, brands can achieve a broader impact.
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Don’t Chicken Out
The secret sauce is its commitment to a mission and set of values that are as old as the brand itself.
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Shaken—Not Stirred
James Bond and the importance of consistency in brand identity and messaging.
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“How to Marie Kondo Your Brand in 4 Easy Steps!”
While it may be cute to use ‘KonMari’ or ‘Marie Kondo’ as an SEO play, the idea of truly embracing ‘Marie Kondo Your Marketing Strategy’ should be terrifying to all involved.
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Beyond the Branch
Capital One’s café concept and the innovative approach to redefining traditional banking experiences.
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Your Company Isn’t the Uber or AirBNB of Anything
Inviting comparisons to your brand means you’re not focused on the unique challenges of your customer.
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Put Your Customer in the Driver’s Seat
How Ford used selective customer strategy to shape its brand and why your company should too
