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…
Pepsi’s disappointing new slogan says a lot about its brand strategy and its imagination, as well as the marketing industry generally.
There’s so much to be disappointed about Pepsi’s new ‘slogan’ announcement, that it’s hard to know where to start. After two decades, Pepsi has seemingly concluded that adopting a new marketing slogan will help them to better explain their brand’s uniqueness and presumably thereby improve their sales and marketing results. I suspect that they are…
What’s the difference between brand ‘differentiation’ and ‘distinctiveness’? And does it really matter?
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…