Brand Distinction and Recovery

Brands in comeback mode are in a challenging position, as they are often fighting time and have limited resources. More important, they are playing catch-up and have the extra challenge of winning back the hearts and minds of fans and supporters.

Being distinct and owning a unique place is not going to turn a brand around by itself, but it is an engine of persuasive power that can speed things up and keep you on track while other parts of your game are improving.

Call it positioning or imprinting a brain tattoo (i.e., one’s unique set of assets and propositions), every brand needs a mental marker that consumers can’t get out of their minds and that sets it apart from all the other choices. In the oceans of sameness and “me-too” offerings, it is essential that turnaround brands dominate and own their points of distinction.