Violate the category, not your brand

We all know that you must differentiate your brand or it will blend in with the surrounding landscape of the crowded marketplace. A good way to do this is to violate a category worldview.

Take the category of rock bands in the 1960’s. Most felt like they knew how a rock band should look and act during this time. Then along came The Beatles.

Or take the category of video game systems. Not to long ago we all felt like we knew what a video game system should be like. Then along came the Wii.

A great way to succeed is to have a brand that violates/stretches/splinters and generally turns upside-down how consumers think about such things as rock bands, gaming systems or even gasoline.

But be careful…

This is not so for brand worldviews. The idea of Crystal Pepsi (a clear Pepsi of the early 90’s) lost its fizz because it violated our worldview of what Pepsi should look like. The introduction of pizza at Subway clogged the arteries of our worldview of healthy Subway sandwiches. And the concept for an upscale, yuppie Walmart “cheapened” our worldview of Walmart as a place to find inexpensive, “plain toast” kind of products.

So go ahead and stretch the category but tread carefully when it comes to your brand.

Happy Wednesday everyone!

One Response

  1. I found your site on technorati and read a few of your other posts. Keep up the good work. I just added your RSS feed to my Google News Reader. Looking forward to reading more from you down the road!

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