The two dimensions of a brand.

    Every brand to be successful has two dimensions.

  1. Generic attributes, those things it must do well to survive in its category. A car must have 4 wheels, be reliable, and not leak in the rain, a watch must tell the time, accurately.
  2. Differentiators, those characteristics that distinguish the product from all others, the thing a group of customers values, that creates loyalty & preference. These can be physical, and emotional, and most successful brands combine both.

    A Rolls Royce is not a Hyundi, yet they are both cars, they both provide reliable transport, and have 4 wheels, but the differentiators, for  which some are prepared to pay enormous amounts are what  makes the brand.  A swatch is not a Rollex, but they are both watches, just different types of watch that appeal to different people for different reasons.

    A brand is not a brand without the distinctive characteristics, it does not matter how much advertising is spent, without the differentiators, it is just like all the others.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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