Jeff’s back and we’re on with brand differentiation.
- Creating value propositions and messaging that create separation between you and competitors
- Building a story-driven brand that emotionally connects with the target audience
- Using a proven “success” template for “sticky” communications
Apparently we’re steering away from the discipline and onto creativity.
The Sticky Story.
Dare to be different. What is it that can or does makes you different from your industry?
The building of the brand. Emotions built into a logo. All us people want to be understood as individuals. Brands unique markers of human identies. We are all our own brand. Connecting customers around a way of thinking as opposed to the product.
BEACONS OF DIFFERENCE.
I likes it.
Best cost. Best product. Best total solution.
Walmart = cheap Asian sweatshops.
Please don’t get me going on BOSE. Look around and check what the influencers on audio messageboards and sites have to say about Bose. There is a very different perception of Bose by the general public and the online influencers.
Apple vs Microsoft
Innovative. Creative. Cutting edge vs Practical. Clunky. Unusable.
Hasten to say, I’m a Windows guy. Smug Apple fanatics.
Do not confuse your branding message by claiming the best service then offering huge discounts.
One has to develop the emotional connection and couple it with the functional to be truly successful.
Make people feel. And I’m feeling weary.
Play a role in the life of a customer and provide an emotional attachment.
Jeff’s on fire here. So I’m actually going to listen.
Ok. Stopped listening and time to bang on about stories. It’s not that you have to find a story as a business but that you are welcome to tell your story as a business online through tools such as blogs.
EVERY BUSINESS HAS A STORY. And you can, as Jeff points out, frame it in one of the emotional archetypes that’s described in the presentation.
SUCCESs
Simplicity - finding the core of an idea
Unexpectedness - combining surprise and interst
Concreteness - bringin git alive with the five senses (memory velcro)
Credibility - tapping the power of authority - or any-authority- to build belief
Emotional - priming people to care
Stories - generating involvement that leads to action
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