It’s easy to lose sight of the change we seek to make when we’re busy focusing on the ingredients we need to make it all happen.
Yet, the ingredients rarely matter to our audience. What matters is the experience those ingredients provide.
It’s why people buy t-shirt’s from Louis Vuitton even though Target sells t-shirts for a fraction of the price. Or why someone drives a Ferrari when a Toyota will go from point A to B just as well.
Chances are the ingredients you’re using aren’t new. But, that doesn’t mean the experience they provide can’t be.
If you have a brand that tries to appeals to everyone, you don't know who your target audience is.
Brand is a business’s personality. It’s how a business presents itself to the outside world and how people perceive that presentation.
A successful strategy will deal with the competition in a deliberately different way. Looking for ways to combine different sets of activities that will deliver a unique mix of value to the desired audience.
Brands with weaknesses can still succeed. And brands with many individual strengths can still fail.