This April Only: Save 30% on PRO with code ROCKETSCIENCE »

Real-World Education for Modern Marketers

Join Over 625,000 Marketing Professionals

Start here!
Text:  A A
N E X T

Like a Virgin

August 10, 2009  

David Tyreman begins World Famous: How to Give Your Business a Kick-Ass Brand Identity with this quote from the late Jerry Garcia: "Success isn't about being perceived as the best at what you do, it's about being perceived as the only one who does what you do."

In other words, Tyreman argues, there's a danger in looking at your competitor's product or service and striving to make yours better with an added benefit or feature. The more you align yourself with the competition, the less likely it becomes that customers will see you as the obvious choice.

By way of example Tyreman points to Virgin Atlantic, which created new levels of service that couldn't be found on any other airline. "Virgin does not have a first-class section or a business-class section—it has Upper Class, which is positioned to beat out any other airline's business-class service, and Premium Economy, which is positioned to beat out any other airline's economy class," he explains. "Virgin Atlantic doesn't compete on the same level as other airlines, yet it still wins award after award."

Your Marketing Inspiration is clear. "The one and only rule to remember when you are seeking to stand out from the crowd," says Tyreman, "is [this]: Don't become part of the crowd in the first place."

More Inspiration:
Paul Dunay: Forget Audience Segmentation: Segment by Conversation!
Jeanne Bliss: Via Rail Stays on Customer Loyalty Track by Apologizing Well
Elaine Fogel: Michael Vick Partners with The Humane Society 


Editor's note: In our previous Marketing Inspriation newsletter ("Youth Isn't Always Wasted on the Young"), we linked to the incorrect video. Here is the correct link, and the corrected newsletter. We regret the error.

→ end article preview
Read the Full Article

Membership is required to access this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ... IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!