Many businesses still don’t get the difference between the three. The question people keep asking is “How do we differentiate ourselves?”Many businesses believe that by simply managing a visual refresh, their brand will emerge stronger and more attractive.
A brand is a promise. It has no physical presence or appearance.The physical attributes of a brand won’t differentiate you. Differentiation starts with identifying and defining values and behaviours that support focused beliefs. It’s about being ruthlessly consistent in delivering against those beliefs.
That’s a brand’ and that’s what truly differentiates a company.
The best brands in the world stand for something. They define themselves by an idea thatdrives everything they do.
Today, that idea is often around customer services. It’s an ethos, a driving force, an overriding passion to deliver state-of-the art service. It’s a cause and it’s larger than any product set.
Apple is a good example. They’ve developed a promise around service-Nokia felt they had nothing to fear from what they called a computer company. Perhaps they’re reconsidering their initial judgment.
marketingmoves recruits Only the best marketers. Only for Technology. Worldwide. Contact Melvin Day at mday@marketingmoves.com or on +44 (0) 1932 253 352
