The tax on being the same ~ Brand Mix

Saturday, December 15, 2007

The tax on being the same

A quote that I just found on John Winsor's Cultural Radar blog:

"I believe advertising is the tax you pay for being unremarkable."
- Robert Stephens, CEO, Geek Squad at the Idea Conference

I think that's true. The more distinctive you are, the less you have to shout out from the crowd. Of course, the crowd always gathers where the action is (where it's relevant to be) so just standing out on your own is no guarantee of success. But if you can find that place where you are both remarkable and offering something that people want, then that's a very good place to be.

(This idea of finding uncontested open space is an idea expressed very well by W. Chan Kim and Renee Mauborgne in their book Blue Ocean Strategy .)

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