Brands across the globe and in virtually every industry are suffering from a crisis of differentiation. It seems every time one company discovers something that works well, others race to copy the idea. Professional services, airlines, wireless communication, and insurance are just a few examples of industries in which major brands have become nearly indistinguishable from one another. The primary reason for this: Companies have forgotten how (and why) they need to differentiate their brands.
In this blog, I’ll cover why brand differentiation matters and how to achieve it with your brand.
According to the WPP and Millward Brown 2015 “BrandZ Top 100 Global Brands” Report, which studied brands from 2006 to 2015, differentiation is the single most important contributor to a brand’s success. The top 50 brands in the world achieved an average Difference Score of 139, while the next 50 scored an average of 96.
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