Differentiate. Starkly, visibly and comprehensively. This is what great brands do…relentlessly. In the Interbrand’s Best Global Brands 2015 (http://interbrand.com/best-brands/best-global-brands/2015/ranking/ ), have a look at the top 10 brands and you will know what we are talking about:
1. Apple
2. Google
3. Coca Cola
4. Microsoft
5. IBM
6. Toyota
7. Samsung
8. GE
9. Mcdonalds
10. Amazon
Take a moment to check out how these brands. They always strive to contrast themselves Vs competition. The last thing these brands want is be compared to competition and that customers get ‘confused’ between them and competition. That is sacrilege by their standards.
There is business value in differentiating brands – it helps command a premium over competition, big premiums at times. Apple’s Mac is priced atleast 50% over other laptops. Coca Cola is able to capture market share in most countries it competes in, again at a premium over competing brands.
Differentiation also builds strong barriers for entry. A brand which can build features and benefits can keep competition at bay much longer. Brand managers simply must make an assessment how easily and quickly can competitors catch up and imitate them.
But brands Must DIFFERENTIATE. They will do a great disservice if they don’t.
Have a look at this TV commercial on Apple 6s:
