If we agree that the economy will not rebound to the extent that we would like in 2011, then we have to realize that being a "me, too" brand or company will not suffice. Being like everyone else will bring little or nothing.
Look around at the numerous brands out there--how many are really different from their competition? Banks, hospitals, wireless companies and grocery stores not only don't differentiate themselves from their competitors, they actually share brand identities with them--there is simply no palpable difference.
We must stake the claim, identify and magnify what makes our company or brand unique and be loud about it. Meek won't cut it, bold is what is required to cut through the clutter and assumptions.
Barry LaBov
LaBov & Beyond
www.labov.com
Monday, January 3, 2011
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