Be different or be invisible

Survive in the era of killer competition.

Standing out from the crowd is a challenge in brand work .. or not the distinction itself, that can be done. But to understand and accept the fact that unique brand is a competitive advantage and a business benefit – is a challenge. And why? Because it’s scary where the lack of this understanding leads to.

Ending up to similarity and resembling brand solutions can be based on conscious choices. It is an easy and quick way; and it feels safe.

For compelling similarity there is also a biological explanation: an unconscious pattern of behavior, inherited from the history of human brain development, steers us to adapt to our peer group’s behaviour.

That’s the reason – for example – why we tend to dress very much the same way as others do. Marketeers and trend setters have learned to take advantage of this built-in feature in us all.

Read about similarity and differentiation.

. . . . . .

Timo Keinänen Explorer, concept designer, strategist and art director.
”I belive that you should be yourself, as all other roles are already taken. If you have the opportunity to express an opinion, express your own.”

Thougths, posts and opinions represent myself only.

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