Today, building brands solely on the promise of a different product or service has become unsustainable. Any “new and improved feature or benefit is quickly eclipsed by competitors. Consequently, brands signal category superiority not through rational claims, but by reinforcing a distinct persona — a “ness comprised of distinguishing traits and behaviors that form an ownable brand essence difficult for competitors to replicate.
Today, building brands solely on the promise of a different product or service has become unsustainable. Any “new and improved feature or benefit is quickly eclipsed by competitors. Consequently, brands signal category superiority not through rational claims, but by reinforcing a distinct persona — a “ness comprised of distinguishing traits and behaviors that form an ownable brand essence difficult for competitors to replicate.
