Overlay
Let's talk

Hello!

What it Means to be a Meaningfully Different Brand

What it Means to be a Meaningfully Different Brand

Youngme Moon teaches business at Harvard and is the author of “Different – Escaping The Competitive Herd“.

In her closing she points to three characteristics of the brands of tomorrow – as they are driven to differentiate in order to succeed.

Here we summarize:

  1. “They will offer something that is hard to come by…restraint will be the new desire; whisper can be the new shout; there will always be a place for brands offering something that is hard to come by.”
     
  2. “They will reflect a commitment to a big idea…which is to say they won’t just be different in a litle way, they’ll be different in a big way; I would say the brands of tomorrow will be the ones that embrace this, even as they take that sharp left down the unpaved road.” 
     
  3. “They will be intensely human…which is to say they wil be conceived by individuals who are acutely sensitive to the complexities of the human spirit.”

In her book, Ms Moon is focused on the role of marketing and marketers. But the meaningfully different brand won’t (and can’t) come out of the marketing department. 

It might start there, but if the ambition isn’t embedded from the top to the bottom, from the left to the right, from the minds to the hearts of everyone in the firm – your efforts to differentiate via meaning will fail.

“Differentiation isn’t a tactic”, she concludes.

To which we would add, “And being meaningful won’t come from just an ad, an employee incentive campaign or a social media strategy”. 

Further reading on brand differentiation: Why the Best Brand Strategy Isn’t About your Brand: http://blog.dev-emotivebrand.pantheon.io/why-the-best-brand-strategy-isnt-about-your-brand

Emotive Brand is a San Francisco branding agency.

13 February 2015 Tracy Lloyd

Top Posts

  • Market Insights That Come from the Heart

    Read more
  • Infusing a Brand with Big Heart Begins with Big Thinking: How Small Design Cues Can Generate Great Big Feels

    Read more
  • How Do You Orient Your Team When Everything Seems Uncertain?

    Read more
  • Telling Your Story of Growth: The Power of a Strategic Narrative

    Read more

Explore other
in-depth content.

Read Whitepapers

Recent Posts

An illustration of a hand holding a magnifying glass, symbolizing the paradigm shifts illuminating 2025—helping brands forge deeper, more meaningful connections with their customers.

Beyond Trends: 2025’s Top 5 Paradigm Shifts for Brands

link
Two test tubes pouring liquid into a beaker to create a starry reaction

An Emotive Founding Story

link
An illustration of two people embracing, forming a heart, symbolizing the evolving role of CMOs in harmonizing and aligning the entire C-Suite.

The Evolving Role of the CMO: Chief Alignment Officer

link
An empowered employee raises their computer high, symbolizing how organizations that prioritize employee well-being unlock their team's full potential and stand out as empathetic leaders in the process.

The Engine of Productivity: Wellness in the Workplace

link