Brands that champion engaging difference form the conventinos and competitors in their sector perform better; in brand metrics, sales, customer loyalty, share price and the price they are able to command.

1. Brands Should Champion Engaging Difference
A Bit Like George Clooney
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2. Brands that perform well illuminate the way; acting like a beacon
Beacon brands don’t aim for parity,
they aim for distinction.
Beacon brands offer aspiration and
leadership; they champion
engaging difference
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3. A beacon brand differentiates itself through behaviour
- Even if the category is commoditised
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4. Brands that behave differently also build and sustain
their brand metrics more easilyExample brands Championing Engaging Difference
These are all beacon brands, operating in otherwise poorly differentiated sectors. Success allows
them to charge a premium, as well as enjoy sales volume success.
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5. Waitrose: Qualities worth paying a little more for
An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea
Waitrose also use a confident
brand vocabulary that inspires
clarity of understanding and
difference:
Ethical, locally sourced,
sustainable, provenance, essential.
Net Promoter Scores March 2011 Source Kaizo
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6. Example: Dove
Champion:
Real Beauty
An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea
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7. Example: O2
O2’s overt mobile network claim (we’re better connected) isn’t the central
campaign story. Their campaigns champions behaviours that differentiate the
brand in other ways that better connect and improve their customers’ lives. O2
also invest in consistent and growing brand cues; they are design literate and
use a clear and distinct tone of voice.
An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea
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8. Example: Doritos Mariachi
An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea
Champion: Bringing the party to the party
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9. Even commoditised brands may differentiate themselves with the power of an engaging brand and a
big idea, building market leadership
An Inherently engaging, distinctive and celebratory brand – using advertising that owns an idea
Champion: Live young
Example: Evian
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10. How do beacon brands champion and celebrate difference within
the UK car market?
Building a distinctive and
engaging brand that
people love
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11. Example: Land Rover
An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea
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12. Example: Mini
An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea
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13. Example: Peugeot
An inherently engaging, distinctive and celebratory brand – using advertising that owns an idea
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14. Brands are like celebrities, people love the ones famous for
offering something special and relevantly different
Meet Andrew Lincoln
He’s an actor.
A bit like George Clooney.
But d o you love him as much as George?
Meet Tricia Goddard
She’s a talk show host.
A bit like Oprah Winfrey
But do you love her as much as Oprah?
What you love commands more
attention and a higher price
(the benefit to relevant difference)
– such as their belief, personality and performance
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15. Brands people love vs. brands that settle for offering near parity
Brands that champion and
celebrate difference create
brands that people love
Brands that offer near parity in
rewards, benefits or performance
are indistinct and more frequently
suffer decline
Brands that people love are valued
more; in sales, share price and brand
metrics
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16. Recommendations: Build a distinctive brand that champions and
celebrates difference
• Defy sector conventions
• Own a recognisable big idea
• Never settles for offering product parity
• Make products and brand comparisons inherently unfair on the
competition
• Help people to love what you champion and join in the celebration
through purchase and ownership
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Blog: http://www.brandtao.co.uk
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BrandTao
The way of brands