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March 2008
"Differentiation has
evolved from a focus on "what it is," to "what it does," to
"how you'll feel," to "who you are." The
Brand Gap by Marty Neumeier
Marty's right, the role of
differentiation in branding has moved from a product-driven
focus to one seeking to strike an emotional cord with the
consumer. Make no
mistake about it, the features and benefits wrapped up in
that "what" are still important. Yes indeed, the
product still matters, but differentiation's role in the
evolution of branding today is more closely connected to the
heartstrings then a list of features. We will see this
progression continue as branding continues to evolve.
This progression speaks
beyond the functional benefits of a product and keys in
quickly on the emotional and self-expressive benefits. Think
back. Not too long ago consumers were more concerned about what a
product could do and how it would fit into their lives.
Next, the focused turned to the various features of a
product and how they would enhance one's life. Next in this
evolution process, the consumer focused more on the
emotional elements of a purchase. They searched for
products that would transcend features and help move them
closer to an
emotionally satisfying state. Taking this one step further
in the evolution process, now, purchases are often made
to help define us. After all, the brands we purchase say
much about the company we keep. In other words, they say a
lot about who we are at our core. Yes, the products
themselves are still important. What they do is still
important. Consumers are simply raising the bar and looking
for a more complete relationship with the brands they
choose. They want, not only, to have products that work and
have the latest features available, but also to have have
products that make them feel better about themselves while
making a statement to the world around them.
This is seen in nearly
every walk of life. Do some people-watching. You'll learn
that someone walking into an office building carrying a
Starbucks coffee says something distinct versus someone
who carries your basic convenient store's coffee cup. The kid at the
mall wearing a Hollister shirt is making a different
statement then one donning an American Eagle sweater.
The evolution of branding
has simply taken the "what" and various "feature" elements and
progressed toward an emotional purchase. Branding
relationships are very much defined in a social context.
More is expected from consumers when making a purchase. More
is demanded and the bar continues to raise.
Differentiation is and has
been vital at each touch-point. It plays a strong role in
this evolution. It has merely evolved as well. Products
battling in a competitive environment have always searched
for a competitive edge through differentiation.
Differentiation's role in branding meanwhile, must continue
to seek to raise the bar. Products must not only be
distinctive, useful, easy-to-use, etc., but they must also
make the consumer feel accepted socially, while making a
positive statement about the person using the product.
Whether it's a cell phone,
a pair of jeans or choosing a bank or attorney,
differentiation's role in branding will continue to vital.
And the bar, along with consumer expectations, will continue
to raise.
© BrandVision Marketing.
2008. Matthew Scott Trueblood. All rights reserved.
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