Chapter 10

Game Changer 7: Own Your Distinction

When it comes to branding, if you run like the rest, are indistinct, or don’t own your unique place in your customers’ minds, your brand will likely become the equivalent of road kill.

Today, global economies offer so many choices, many of which provide value and solve problems. In an environment of so many options, blending in just ensures a brand’s place as a price-driven commodity, which is a tough zone to play in and win. When buying decisions are based solely on price, margins shrink, and what was, or might have been, a brand is just another commodity. Loyalty is nonexistent, and defections are common. As a result, brands lacking individuality typically spend a lot more on marketing, because consumers can’t identify why their product is any different or better than their competitors’.