But when it comes to effective marketing and to defining and elevating a brand’s identity, creativity is like oxygen. We need it to come up with memorable solutions that build brands over the long term. And we need it to land a sale. And the truth is, when it comes to marketing a brand and its unique position in the market[lace, the safest bet is to take the biggest risk. In other words, playing it safe might be
the most dangerous thing you can do. When we clearly define a brand’s identity — when we’ve moved beyond the Points of Parity and articulated the Points of Differentiation — we grow equity, connect better with existing consumers, and start dialogues with new consumers. We break through the
noise. Because anytime a campaign hangs its hat on Points of Parity (the must-haves a brand needs to
even be considered), it’s doomed from the start. Points of Differentiation are what you need to be bold and brave. When you think in terms of “Only we…,” you begin to define a competitive advantage that can help guide creative content and design.
To learn more about how Team Avocet has helped our clients define their brand identities, download our eBook on Creative Resurgence. You can get it for free by clicking the link below.
