We've been taught that successful brands need a unique value proposition and that we must craft a distinctive positioning. And certainly most organizations spend a lot of time honing their business models and churning out sales and marketing campaigns designed to one-up the competition and compel the customer to choose us.
But what if hardly anyone is listening? What if only a fraction of our efforts command any sort of attention? What if despite all our strategizing, testing and refining most of what we put out there evaporates in the ether like so much steam from our morning coffee?
For most of us, there is no what if? There is only what is.
Consumer choices are expanding, sometimes literally exponentially. Competition is only getting greater. The information available to the average person is overwhelming. The distracted consumer is the norm. We all face a tsunami of stuff.
And, more and more, much of what we do is only a dim signal amidst the noise.
Many companies confronted with this reality respond by throwing more and more out there to see what sticks. Batch, blast and hope email strategies. Greater promotions and discounts. New or revamped--but still largely undifferentiated--loyalty programs. Vague investments in "building the brand." Prepare to be disappointed.
If you want to boost your signal you'll need to do a better job of customer selection. You'll have to deploy a unified "one brand, many channels" customer experience. You'll need to learn how to treat different customers differently. And everything you do must be amplified by being more relevant and more remarkable than whatever commands your customer's attention.
President & Founder
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