Brands work two ways

Most marketers will tell you what their brand stand for, premium quality, reliable  performance, consistent taste, great service, and so on. Sounds a bit like a bunch of cliches doesn’t it?

However, it is just as valid to define your brand by what it is against, and often it seems the “againsts” are somewhat implied, allowing some latitude in interpretation.

The Green party in Australia is against native forest  logging, Nike is against lounge lizards, Apple is against sameness, and closer to home, the SME Riverina Grove‘s brand is against average tasting mass produced “Italian” style packaged foods.

Think about it next time a branding discussion emerges, weather it be in a formal strategy session, or probably better, around the coffee machine.

 

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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