I was just getting caught up on a little bike maintenance I’ve been putting off.
I was on a ride yesterday on a steep and rocky downhill, and when I squeezed my brakes I had barely any stopping power.
Somehow I got it under control and rode out of it, but it was way spicier than it needed to be.
I knew my brake pads needed to be replaced, but I put it off for too long.
And some things you just can’t put off.
Speaking of that, I bet that there’s something that you’ve been putting off for too long now.
It’s one of the things that slowly chips away at your entire organization until things get so bad that you just can’t ignore it.
I’m talking about the health of your brand.
Don’t feel bad, a lot of brands have let it slip over the last few years. Just trying to get through this or that. Knowing that they need to breathe some new life into it but just not having the resources, or the energy, or the motivation to get the work done.
Well, now it’s time.
Seriously.
I want you to include something in your budget that you’ve probably never done before.
This one line item will change your marketing, your sales, your product development, and maybe even your entire organization.
Are you ready for it?
Create the Plan for Stopping Competing.
Okay, that’s a little clunky.
How about Differentiate Or Die?
Right now, more than any other time that I’ve experienced in my 25+ years as a marketing executive, brands must do the work to stand out. To make it clear why they’re different. To compete on something other than price and function.
Consumers are bored and are craving new and unique perspectives to shake them awake—and that’s what makes this a real opportunity.
You might be thinking, “I’m doing all that already. I’m already clearly differentiated.”
Well, I can almost count on one hand the brands that are clearly differentiated. For real.
But don’t worry, while this is the most important work that you’re going to do all year, it’s also the most energizing and will likely have the biggest ROI that you’ve ever seen.
So, do this work. The tomorrow you will thank the today you.
And, I know that you’re a smart marketer, so you can probably figure out how to do all this. But if you need help, we’re here for you.
May the strongest brands win.