When the competition zigs, you zag.
This week was all about finding differentiation: one thing about the brand that provides the best value and sets it apart from the competition. In his book ZAG, Marty Neumeier explains that “radical differentiation doesn’t test well in focus groups” (Neumeier, 2006). People will claim to want more of the same, but better. Real innovation can be uncomfortable to many because it’s new and often risky. This leads to a level playing field of sameness. In the video “Why Isn’t Your Brand Differentiation Working?”, David Brier says that “Finding and taking advantage of differentiating factors in your brand communications serves to unlevel this playing field” (Brier, 2018). This week’s research will help us find useful differentiation for our place brand. Neumeier concluded that the keys to finding your zag are “hitting ’em where they ain’t (differentiation) and getting in front of a parade (finding a trend)” (Neumeier, 2006).
You can’t be all things to all people.
Research provides a wealth of information that must be funneled down to find focus. That focus is your differentiation. It’s important to find the unique qualities that are of worth to the target audience. In the video “Why Isn’t Your Brand Differentiation Working?”, David Brier states “it’s important to find aspects of your brand that are superior/unique and align with the target audience’s wants and needs” (Brier, 2018). Professor Argo added that we should come up with one or two words that define the theme of what we’re finding and where we want to go. This umbrella concept will guide the voice and tone of our designs.
Innovation in Media Design
Professor Argo reminds us that innovation is about differentiation. Our place branding research is all about finding the qualities that make a location stand out. Miguel Rivas notes that “distinctiveness emerges from the singular combination of different city assets and approaching the city narrative as an honest introspection, projected with healthy optimism into the future” (Rivas, 2015). Researching a location’s assets and narrative provides unique insights and understanding of how the brand connects with the target audience. By synthesizing innovative designs based on differentiation, we are building skills that can be used on future brand development projects.
References:
Brier, D. (2018) Why Isn’t Your Brand Differentiation Working? Retrieved from https://www.youtube.com/watch?v=FKrVCxSwbyQ
Neumeier, M. (2006) ZAG: The Number-One Strategy of High-Performance Brands. Retrieved from https://learning.oreilly.com/library/view/zag-the-number-one/0321426770/
Rivas, M. (2015) Innovative Place Brand Management: Relearning City Branding. Retrieved from https://urbact.eu/sites/default/files/final_report_urbact_citylogo_2012-2015_miguel_rivas.pdf
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