People believe what they say – not what you tell them! - Think about it.
An effective Brand Strategy can clearly differentiate a product or service and make it “remarkable”, creating a perception in the mind of the purchaser that there is no other product or service quite like it.
If you are convinced that you want to buy a particular brand of product or service for whatever reason – quality, design, status, style – it will probably take a great deal of convincing by a salesperson to make you change your mind and switch to another brand.
A successful brand differentiates the product or service, it makes it stand out from the crowd, it gives it a price premium and it enables the product to be sold (or more correctly – bought) more easily – it will often sell itself.
In his book Purple Cow: Transform Your Business by Being Remarkable, Seth Godin says that the key to success is to find a way to stand out–to be the purple cow in a field of monochrome Holsteins. Godin himself may be the best example of how this theory works: The marketing expert is a demigod on the Web, a best-selling author, highly sought after lecturer, successful entrepreneur, respected pundit and high-profile blogger.
Check out this video of Seth Godin discussing how to stand out from the crowd
How successful is your brand in the marketplace? How remarkable is your product or service? Has your branding strategy been effective? Are you missing opportunities because competitors products and services are more appealing to customers than yours?
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