Saw this quote from Esque Studio describing their mental approach to their latest glass-blown art endeavor:
"It was also important to take such a bold step, that people would not be willing to imitate what we did."
So think about that. Be bold, so no one dare imitate you. When you're carving out your brand territory, be conscious of the competitive landscape. Could others follow you easily? Could they make the same claims? Even surpass you without much effort? If yes, then consider a path over more rugged terrain.
Of course, your trailblazing must be in lockstep with your target audience's needs and wants. After all, what good is leapfrogging the competition if you're going over customers' heads.
But just because your branding and product presentation logically follows the research, that doesn't mean you can't surprise and delight people with an imaginative and perhaps unconventional take on their needs and wants.
It's a much more savvy way to show that you 'get' them rather than merely regurgitating the demographics data - data that your competition is likely using as well.
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