There are four components comprising Brand Distinction: Heritage, Context, Goals, Positioning. Those familiar with marketing vocabulary may recognize one or two of these. Collectively, they provide important insight about a brand’s history/traditions of success; the context of the environment in which it competes; a description of the goals it strives to achieve; and the unique place it owns in the customer’s/market’s mind. When you consider the qualities that distinguish one brand from another, or even one person from another, it can quickly become quite complex. Why? Well, being distinctive means that many different attributes are attached to the brand, depending on the perspective of different target audiences. Is Apple creative? Yes. Are they also cool? Sure. Irreverent? Of course. Quirky? You bet. Secretive? Yes, that too. They are also bold; dominant; confident; premium-priced; focused; design-oriented; clever; provocative; colorful; powerful; and so on. They are not boring, or unsuccessful, or copy cats. There are many other qualities we can assign to help describe Apple. The same is true for all leading brands. These qualities are the result of the brand’s heritage, context, goals and positioning. We’ll learn more about those in the next posts.
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