Uniqueness is a tricky thing. It should never be your reason for existing, but it’s always useful to have a distinguishing characteristic.
Here at Jack Morton, we often use a really simple device to get to the heart of a brand’s uniqueness.
It’s a sentence with two blanks in it:
Our brand is the only ___________ that ___________.
You’d be amazed at how often this statement has stumped people when they’re asked to fill in the gaps.
Success in any business depends on finding the thing that marks you out as different from all the rest.
It’s the service you offer that no-one else can, it’s the widget that you invented, or for our personal brands it’s the experience we bring to the table.
Just make sure you know exactly what it is.
This week's tagcloud
What's on my mind
About Me
- Kevin Jackson
- The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought. There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms. Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications. Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
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