Unique is not enough

So what if you’re different? Does anyone care?

Just because you are unique, doesn't mean you are useful

Yesterday, a friend and I were discussing one of his competitors. This company has a unique feature, and has built their entire brand story around that feature. The problem? The feature isn’t that important to many people. (My friend smiles at this competitor’s strategy)

There is a difference between being different and being differentiated. “Since 1984,” “The Largest” or “Unlike others, we use only the highest quality rivets” may all be true. But do they matter?

(Shortly after speaking with my friend, Stumble Upon brought me to this picture, at funnyharhar.com)

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Posted in Brand Harmony, Marketing
2 comments on “Unique is not enough
  1. Brian Oates says:

    Right on, Steve. Especially with “quality”. Just because it’s higher quality (often a relative statement in itself) doesn’t mean I’ll part extra dollars to get it. We don’t all eat at 5-star establishments all the time.
    To your friends observation, for those that find that measurement important, well, maybe they’ll go to the competitor. There might not be huge demand for it but is there enough demand?

  2. Brian, you’re right – it’s ok to focus on a feature that only certain people find important. I don’t think that was what happened here. I think it was more like: “This is who we are, so let’s tell you about it.” It’s the difference between being different and being differentiated!

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