What’s the length of your Brand?

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I met BJ Bueno this weekend, author of Cult Branding. He presented an illusion of three ropes of different sizes. The illusion is that he turned them all into the same size. But he made the point that the ropes were more distinguishable and interesting at different sizes.

Most companies turn themselves into the same size rope. Your marketing looks like your competitors. Rarely is there a ‘purple cow’ in our message or our brand. That’s not the case with Southwest Airlines or Vans Shoes.

Is the length of your Brand different than everyone elses? It might be easier for customers to find you if it is.

[note: it has been reported that unique, differentiated brands can command 15% higher prices!]

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