youths, DiGi's MTV Powerpack with unlimited SMS, downloads,
freebies and privileges is a relevant point of difference.
When the world is infused with stereotypical images
of beauty, Dove's Campaign for Real Beauty is a relevant
point of difference.
Why, you may wonder, is it important to differentiate?
While it is true that variety is the spice of life,
yet too much variety can also confuse consumers in the
maze of supermarket aisles.
Imagine that you've never bought baby milk formula
before. Strolling down the supermarket aisle, you're
lost among the variety of brands that offer a string
of benefits that help boost your baby's growth, development,
immunity and a whole lot more. You want to make the
best choice for your child but they all look the same
and the feeling of hopeless confusion starts overwhelming
you. Out of frustration, you peek over to see which
brand the next person picked and you just grab the same.
As a new consumer, you didn't buy it because of the
brand. Hence, the brand failed to capture the mind share
of new consumers.
A brand may be a wanted brand right now but brand differentiation
is a continuous effort to gain new markets because familiarity
can retain consumers only momentarily. As consumer behaviour
and trends change and competitors catch up on Unique
Selling Propositions, a brand's differentiating point
may be yesterday's news if a brand owner doesn't keep
an eye open to monitor these changes.
The new year call for brand differentiation is loud
and clear, especially in relevance to consumers' needs.
If you reckon that your brand needs to make a difference
this year, do remember to differentiate your brand for
your target consumers. Why? Because a differentiated
brand that makes a difference in consumers' lives is
a wanted brand.
For brand differentiation that makes a
difference, talk2us@peopalove.com
or call
+604-2288 696.