posted by Shelley
differentiate (dĭf’ə-rĕn’shē-āt) – verb
To recognize as being different.
To make noticeable or different.
In my line of work, I do a ton of research on brands — what’s hot, what simply is not — as well as consumer opinions on brands in particular in today’s very muddled market. I’m fascinated that some companies seem to never get it and continue to pump out more of the same as they watch others gaining in popularity. And have you noticed, that what makes companies successful may be applied to the personal aspects of your life and help to make you more successful as well?
Russ Meyer, Chief Strategy Officer of Landor Associates recently stated, “Brands are going to have to figure out what their simple, unique promise is and be able to get consumers to understand why they need to spend money with them.” That fundamental concept goes hand in hand with Scott McKain’s ‘high concept’ message — and again, that too may be applied to your personal life. If you can’t find out what makes you different and what you stand for (your promise) — how can you expect others to understand?
More tomorrow on Landor Associates and Lightspeed Research’s recent release of a national survey examining Americans’ perceptions of high-profile brands expected to make headlines in 2008…but in the meantime, consider this:
Landor is the company that redesigned the LifeSavers logo and packaging. Just the mention of LifeSavers brings back fond memories of when I was kid and fought my brother for the red ones contained in the fruit pack (he usually won and I would get the 2nd place orange one). Any redesign would be a bold move for the established brand — but be sure to check out their new, simple packaging concept.