After twenty years, Pepsi has seemingly concluded that adopting a new brand slogan will help them to better explain their brand and improve their business. Don't count on it.
There are approximately 1.5 billion websites on-line in the world today, of which over 200 million are actively maintained. And every second, 2.5 new websites appear. In such a crowded environment, ensuring that your own website stands out and gets attention from the right people, is a daunting task.
The opportunity to tailor a new brand to succeed in competitive markets is perhaps the single most important opportunity that a nascent brand will face at launch. Getting it right, and building a relevant and differentiated proposition is essential to creating the conditions for early success and establishing the foundations for strong, sustained brand growth in future.
For decades differentiation has been the touchtone of brand positioning. Together with relevance, the two attributes have traditionally formed the cross-hairs of successful brand positioning and communications. More recently, distinctiveness has been referenced by an increasing number of strategists as an important attribute. As a result, it is argued, the former pre-eminence of differentiation has dimmed somewhat, at least by comparison. What is behind this new thinking? How important is it, and how do the two attributes compare and contrast with each other?