Energized Differentiation

In John Gerzema's book, The Brand Bubble, he states that it isn't enough for a brand to be different. It has to be constantly evolving to be a premier brand.

A great example is Apple. Apple's been different from Day One. But what makes it a phenomena are all the new ideas and products it seems to be constantly coming out with. No one loves Apple because they get misty-eyed thinking of their old Apple II or Newton Message Pad. Apple has a fanatic consumer base that can't wait to learn (and purchase) whatever genius idea is being generated by them next. For Apple as a brand, that's its "energized differentiation," as Gerzema calls it, constantly evolving ideas that make your brand unique.

The same holds true for music. The Beatles, Springsteen, Dylan as well as bands such as Yes at their peak had a fanatic fan base that were on the edge of their seats waiting to hear where those artists took their music. That's why record sales and the music business were so alive and successful back then. Which also explains why the music business is different today. Beyonce, Maria Carey, Britney Spears - they're all different, yes, but are their fans waiting for the next evolution of their music? Probably not.

The same goes with our businesses. It's not enough that we're different. How have we improved, grown or innovated lately so our fans, our loyal customers, stay engaged? Where will our energized differentiation come from?


Barry LaBov, CEO
LaBov & Beyond
www.labov.com