Today we’re sharing another short video from Rebeca about Hobby Lobby’s polarizing differentiation. They’ve been very public about their polarizing stance on employee birth control, after winning a U.S. Supreme Court case defending their controversial position. Even though this alienates some consumers, the move is, paradoxically, good for their brand’s authenticity because it increases differentiation.
When brands stand up for what they believe in it allows them to better stand out from their competition. That can be great for business, even when they lose some customers who don’t agree. In an earlier video, we talked about this same idea in the context of Patagonia, which is also standing up for what they believe in, but from the other side of the political spectrum.
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You can check out that earlier video about Patagonia here:
The Burning Platform
You might also enjoy these related BrandTrue videos:
Brand Differentiation and The Courage To Stand Apart
When A Brand Dares To Be Itself
