Your Brand’s Heritage Is a Powerful Differentiator Check out Jack Daniel’s Brand Heritage, our latest video looking at persuasive brand truths that can be leveraged to differentiate a brand from the competition.
Holding Out For A Hero
Great storytelling is such a central part of tapping into a brand’s core truths so it can stand apart from its competition. In this video, I share one of the easiest things you can do to make your brand’s story really resonate which is holding out for a hero!
ThirdLove Supports The Girls
ThirdLove supports the girls! CEO Heidi Zak is making brilliant moves that solidify her brand’s positioning and create a consumer love feedback loop that impresses the crap out of me!
Leveraging A Source of Credibility
Capitalizing on their source of credibility can be very differentiating for a brand. This is The Honest Company’s secret weapon!
Do You Always Need to Differentiate?
In today’s video, we discuss if you ALWAYS need to differentiate. It’s C R I T I C A L L Y 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.
Naming Tradeoffs: Choosing The Best Option
Naming brands often presents a choice between a name that’s very clear and transparent in its communication or one that’s more differentiated from the rest of the category. Very few names can be both at the same time. BrandTrue shares some thoughts on choosing the best option.
Stand Up To Stand Out: Hobby Lobby’s Polarizing Differentiation
Today we’re sharing another short video from Rebeca about how Hobby Lobby’s polarizing stance has been paradoxically good for their brand differentiation.
A Tale of Two Brand Launches
Last week I learned about two different brand launches from arch-rival companies Unilever and Procter & Gamble. The contrast between them is dramatic and I predict that only one will take off.
When A Brand Dares To Be Itself
Brands that dare to be themselves can be richly rewarded with more dedicated consumers. It takes courage to potentially alienate some, but when a brand dares to really live the ideals that define its purpose, it’s never a bad idea!
