Is Your Company Different Enough?

If you have ever seen me speak at a conference or listened to any of my podcast interviews, you will know I am a little bit of a broken record when it comes to my belief that brands need to stand out and be different. There are a lot of ways to be different, but no matter what anyone tells you, meaningful difference is the cornerstone of brand value.

Many years ago, working with a data research client, we conducted an experiment where we created 3 new brands. These brands were over the top "offensive" and were supposed to turn people off and insight rage. The three bands (pictured) were a beer brand for older men who love barely legal women, a soda for women who were victimized by #MeToo, and my favorite, Thong Diapers.