As the experiential world shifts from analog to digital manipulation and self-expression, I’ve seen phenomenal marketing evolutions by countless brands willing to embrace “betterment.” The notion of “betterment” is a symbiotic relationship that allows consumers to experience a brand the way the brand wants to be portrayed. Most importantly, how the consumer wants to experience the brand. I have had the great opportunity to drive “betterment” for a few clients within various industries. As I sit back and review campaigns, pitches, Cannes winners, one thing is true for each client, the drive to establish differentiation within their category.
Differentiation does not mean changing your positioning statement or tagline every year or two. It’s a cultural badge you wear every day and you’re stoked to wear it. It extends throughout all you do for brand “betterment” and finding ways to mold your equity in ways users will appreciate. Does this mean next year’s planning will include mobile initiatives, video-on-demand, city bus graphic wraps, heck no. It does mean we should dive deep and identify better ways to reach our consumer and openly appreciate ideas that are different.
Being fair to all brands out there, differentiation does extend to the agency culture as well. As I think about next year’s annual planning across a breadth of clients, how will I take the momentum of this year’s successes and identify differentiation for each client? I’m not 100% sure right now, but I’m damn excited to uncover great opportunities driving all us forward for collective “betterment.”