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Split personalilty

If you want people to talk about your stuff, then you need to pick one thing to be.

Answer this:  "It is the ______."
Not: "It is _____ AND ____"

A brand can’t be two things. You have to be the one.

Prius is Hybrid.
Camry is a family car, and also (sometimes) a hybrid.
Accord is a family car, and also (sometimes) a hybrid.

Prius wins. It will always by the one true hybrid.

Read these Al Ries classics (in this order): The 22 Immutable Laws of Branding, Positioning, and Focus

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Comments

  1. Mark Tillison July 18, 2007 at 8:46 am #

    I recently worked with a business to focus its strategy. This business was only small (<6 people), but had a large portfolio of products and skill sets in the IT/AV spaces. It had worked with a number of clients in many different verticals and meant something different to each one.
    "We can do anything you want" is a very tough story to pitch to a new customer. How can you trust that? That sounds like, "we'll have a go at anything". Even if that's not the case, that's exactly what the potential client hears, and they don't trust it one bit.

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