Be Brave: Differentiate with Digital

Digital presents a powerful opportunity for brands to differentiate themselves against competitors. We’ve all heard the stories of great digital projects and wonder how we could create the same traction for our own brands. In our quest to thrust our brands into the digital era, we have found it to be more difficult than we initially anticipated. The trouble is, brands who are unsure of the value of digital choose a copycat approach to digital marketing. They hear of something that worked for someone else and copy it. Choosing to copy others rather than create new opportunities results in a saturated market of ‘the same old’ digital tactics. We see it all over the place, in social media, as brands and agencies adopt the same ideas over and over again. Even in the mobile apps market, brands are too quick to jump in fast and end up with smaller and smaller returns from their online efforts. We need to make the copycat approach public enemy number one! The copycat approach comes when: Brands aren’t sure of who they are Brands are chasing speed to market over innovation Brands are afraid of failure It’s become my experience that brands who succeed in digital know who they are, they make sure their digital ideas match their overall strategy and they are brave. They’re even a little crazy, in a good way! So, it seems fairly practical that we could apply a simple process to getting out of a copycat approach and I’d...

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