Everyone in branding relishes that aha moment when research reveals a point of difference from which a compelling and differentiated brand can be built. It’s the discovery of something unique that the company or product can confidently claim as its own. But what if such a difference doesn’t exist? What if a company or product is essentially the same as its competitors?
Can you build a differentiated brand when there isn’t, fundamentally, a difference? Emphatically, yes! Howard Breindel explains how in a recent Forbes article.
Securing internal buy-in is one of the most difficult, and necessary, parts of any branding project. And, as more and more areas of the organization realize the importance and implications of brand, more and more stakeholders’ sign-offs are becoming necessary before a new positioning is embraced.
We’re used to this increased decision…
While conducting research for our branding project with ICF, a global consulting firm, we did a lot of “typical” research: in-depth interviews with senior leaders in the organization, conversations with current and prospective clients, and an online, all-employee survey. We were getting a lot of good material – insight into the company culture, perspectives…