Dare to be less-same: Marketoon of the Week
In pursuit of real differentiation.
In today’s Marketoon, we put differentiation to the test.
Fishburne’s take: When I worked on the Method brand from 2006-2010, we often talked about about trying to stand out in a “sea of sameness.” Like many aisles in the grocery story, household cleaning was dominated by brands that looked and sounded alike — same stock bottle packaging, same messaging, same product benefits, same designs, same claims. There was very little differentiation or distinctiveness.
Why we care: Today it’s easier than ever to turn around consumer research and maintain a meaningful and insightful relationship with customers. With data driving these insights, you’re not going as far out on a limb. Think of it as intelligent differentiation.