Do companies / brands fear to differentiate?

  • There is a lot of average and mediocre brands around today. As if brands lost their guts and courage to stand out and stand for something crisp. Is this caused by fear? What are its sources or drivers? LinkedIn Question by:  Lucia  Tarbajovska.

Well, I feel it’s not the fear… primarily it’s the failure and lethargy to identify a differentiator that:
– truly falls in line with the short term and long-term profit objectives of the company
– succeeds in convincing the decision makers that it’s an “opportunity” worth exploring
– gives them an understanding / courage that it has a sustainable competitive advantage

Additionally majority of the companies who are in a particular product / service category, have a tendency to have a “herd” mentality – “everyone is going that way… they could not be wrong!”. In short they tend to embrace mediocrity, if this gives them short term gains or saves them the hassles of taking risks.

In today’s ever-changing business / economic battleground, you’d rarely find a Bill Gates and Richard Branson who stick to their guns / dreams or who are not bothered about short term results as long as keeps their long-term goals intact.

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About shantanu.sengupta
I'm a passionate Strategic Marketing professional who deeply understands the interplay of Technology, Collaboration and Design that drives brand innovation and growth in a post-recession world today. I believe that marketing solutions cannot be found by referring to historical case studies, esp. since no two marketing problems are the same. As a result, instead of adhering to a jargonised approach to marketing, I follow Design Thinking principles, challenge existing norms and processes, and search for innovative ways to solve marketing problems. I specialize in developing and implementing marketing and communication strategies across B2C and B2B channels, with a clear focus on brand development and customer engagement that increases future brand value.

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