“Think Different” was an Apple advertising campaign. It was celebrating many people who thought different and changed the world. “To the crazy ones. Here’s to the misfits. The rebels. The troublemakers. The people who see the world differently… The people who are crazy enough to believe they can change the world are the ones who actually do.” Albert Einstein, Martin Luther King, Jr., Richard Branson, John Lennon, Thomas Edison, Mahatma Gandhi, Amelia Earhart, Pablo Picasso, Jim Henson just to name a few mentioned in the campaign.
The creative work began with art director Craig Tanimoto thinking about what IBM had used in their advertising and how he could create contrast and something that made Apple’s advertising different to match the difference in the products. Tanimoto remembered IBM’s “Think IBM” campaign and said to himself, “Think Different.” It evolved into the “crazy ones who are crazy enough to believe they can change the world.” Differentiation is about contrast.
This is your challenge if you are marketing a product or service. You have to find the difference. It has to be a meaningful difference to your consumer. You have to be able to communicate that difference. What is your differentiation?
The definition I like most for a brand is A Promise Delivered. Your differentiation has to be something unique and meaningful, that you deliver every time.
Think about some of the great branding statements (taglines) that you know.
U.S. Army __________________________________________
DeBeers ___________________________________________
Verizon ____________________________________________
Wendy’s ___________________________________________
GE __________________________________________________
Hallmark __________________________________________
Virginia Slim’s ____________________________________
DuPont ____________________________________________
Coca-Cola__________________________________________ (hint originated in 1920) and
FedEx ______________________________________________
and what product has the oldest branding statement still being used? ______________.
There are several reasons that you remembered these even though they are over thirty years old. 1. They were well advertised, 2. They made a promise to you, and 3. Most were short and insightful. For the answers to the quiz, and a list of the top 100 branding statement over the last 130 years, call me 803 791-0952.
To find your differentiation don’t start by writing ‘taglines.’ Look deeper. Find out how your service is different and better than your competition. Learn all you can about your competition, what they do well and what they don’t do so well. What does your customer think about your services? Play a game called “What if…” and find something that would make your product different or service different.
If you think you already have a difference, does the consumer recognize it?
When you think about your differentiation does it make you happy? It should because your differentiation is what keeps your business from delivering a commodity. A commodity is the kiss of death. A commodity is only differentiated by price.
Find your differentiation or create it. Then work on a branding statement that communicates your difference. Don’t keep it a secret. Blast it out in emails. Put it on tee shirts. Use radio and TV. If you are good with social media get your friends to help you create “Word of Mouth” advertising. The critical thing is to keep letting people know about your difference. It will take time to get the message out and for the message to resonate with your customers. It will take more time for the message to resonate with your prospect…even if it is a good creative message.
If you have found your differentiation you should be happy because it will protect you, grow your business and it will bring you prosperity. A good brand development program will help focus the employees and the CEO on what is important and what will give the best ROI. A good brand development program will keep the organization focused on the differentiation, the consumer and the future.
Advertise. It pays.
About Ken Gasque
Ken Gasque is a brand image-maker, marketing planner and designer. Ken works with small companies and Fortune 500 companies who recognize the need to differentiate their products and services to stand out in a cluttered market. Ken is a highly visual, outside-the-box-thinker on advertising, branding and marketing—his work reflects his belief that “We buy with our eyes.” Ken writes and lectures on brands, design, images and brand development. www.Gasque.com
