This series revisits the basics of branding and marketing by answering questions marketers, entrepreneurs and small business owners face when growing their business. I hope this series provides you with knowledge to think smarter and a nudge to make stuff happen.
Does every brand have to have a unique selling position?
Who wants to sell a common, ordinary, everyday, me-too product? More important, who wants to buy one?
Our world is chock-full with all too similar goods and services in every category imaginable. How many people will actually go out of their way to buy what you’re selling if what you’re selling is nearly identical to everything else on the market?
Every brand doesn’t have to have a unique selling proposition. A brand can exist in the abyss of mediocrity.
However, if a brand is to have long-lasting success, it must have a unique selling proposition, a point of difference, competitive advantage, or whatever you want to call it.
Jack Welch, legendary ceo, definitively answered this question by once saying, “If you don’t have a competitive advantage, don’t compete.”
Right on Jack, right on.
REVISITING THE BASICS | archive
#01 | How should a brand be defined?
#02 | What’s the difference between branding and marketing?
#03 | Is there a difference between a company name and a brand name?
#04 | Does every brand have to have a unique selling position?