Strategic Rants Of A Striver

There has been a recent rage, an outburst a woeful venting on the burning issue of what do brand teams need to focus on. The views vary, or should we say range, possibly sway dangerously from the depth of the river bed to the top of the sky.  While my lovely friends in the marketing side, seek solace and opt for the word consistency (rightly so ... sometimes), my buddies the clever branding and advertising professionals tend to sway on the side of 'distinction'. Personally for me, a bit unnerving, largely  because it is a big bloody word and  an entirely different one from the commonly used term 'differentiation'.

A lot of cliched people talk about brand 'differentiation'. As a concept it has been written to death, almost the kind of finality,  post which no real differentiation is possible. As the law of the universe states, that even differentiation has its rules, if followed well, things and people do stand out. The assumption is that rules once followed will lead to the most common outcome...err... lets put it this way ... the most predictable outcome. 

Why ... would someone seek solace or refuge in being predictable ?

As humans we hate being labelled, being labelled 'predictable' is a completely different kettle of fish, the kind of anxiety that admonishes the very purpose of existence. 

Why ??? Why then are we so hell bent on driving mere differentiation. Its like saying 'same same yet different'

Well, lets look at it his way, people don't remember brands or respond to them because brands have this inspiringly articulated 'vision' or a strategically fantastic fuckin proposition. People remember them because they're utterly distinctive. Not just within the category, but within wider culture.Because they're powerful, they tend to be provocative invitations into an enticing world of feelings.Because they're powerful engines for communications ideas, they tend to be a flying suit for startling, distinctive brand communications, that are coherent, not the endlessly repeated proposition constantly hurled at people who care less and less.

Maybe it is the fear of attempting to be distinctive and failing at it ...   

Few reasons why we should not live with the fear of failure and stop pushing ourselves. 

1. Distinctive brand point of view empowers marketers and their suppliers to deal with business issues, rather than tying one hand behind their back to the pole called proposition. 'Be Stupid'  was simply totally distinctive in the denim market, so was 'Just Do It' in the sports market, or even, 'Think Different' in the silicon valley.  These were provocative ideas that became the canvas for even more unique advertising and other marketing stuff. So, if you're lucky enough to get a genuine brand development brief, or unfortunate enough to be stuck with the useless brand consultancy output you have to execute somehow. Your job is to convince conservative individuals, living by old and, frankly wrong rules of differentiation, that they can 'tick the different box'. Whereas, in reality, you're striving for distinctiveness.

2. Distinctiveness is the kind of DNA that fuels, A juicy strap-line that's a provocative invitation, or statement of intent- if you even bother with one.Distinctiveness also needs to be captured in the brand imagery, tone, colors sounds and and concepts that are at once own-able and incongruous to the rest of the category. That once add to and stand out from culture.

Hence my lovely people, a new brand idea is not the same as a new brand. If you're dealing with a brand with some any level of familiarity, it's commercial madness to throw it all out try to start a new story in their heads. Rather, you should be looking for a 'reboot'. Work with what you have. Find out what is in the heads of your customers you have and those you may want, and re-purpose it for what is right for business aims.

That's the point for brands of today, stay long term but create loose memory structures that are constantly refreshed and updated, in line with shifting market conditions, organizational objectives and culture and customers at large.Not 'lines' not 'propositions'. A clever, bright smudge of an impression in customers minds that's more about feeling and character, not a defined, ring fenced 'position'.That is enriched and refreshed over time.That, like a shark, constantly moves forward or should be willing to die, but is never anything but a shark.

live distinctive, live invincible