We all know that brands have the potential to be a powerful source of sustained competitive advantage. But we also know that changing consumer needs, emerging technologies and competition are making it more difficult than ever to create a brand that is meaningfully differentiated. In fact, when I asked a group of MBA students to describe a meaningfully different element of their brands, most could only come up with undifferentiated jargon – the same stuff you read in nearly every product brochure out there.

What is striking about the inability to differentiate is not it’s prevalence, but that we also know that undifferentiated brands are proven to underperform financially. This show addresses this issue.

With me on the show is brand differentiation guru Bob Kincaide of the Hazelton Group – they’re a strategic brand innovation company with a 20 year track record of delivering the goods. Bob is one of those scary-smart marketers who sees brands not for what they are, but for what they could be.

A few key elements from the show I think you'll appreciate:

Strategic branding focuses on positioning, unique experiences, and segmentation. It ensures that you offer a differentiated promise and have the capabilities to deliver on it. Tactical branding is the day-to-day stuff such as logos, image, colors, names, etc. According to Kincaide, marketers today spend about 5% on the strategic branding whereas he suggests we should be focusing more like 15% on it.

Segmentation is at the core of strategic branding. But rather than focusing on the typical elements of demographics, geographics, and even lifestyle variables, Kincaide suggests that needs-based segmentation works better. What is the attitude of the people toward your brand? They have a need for what? Their identity is based or wrapped up in what? Answer these questions and you're on your way to creating that experience that brands are supposed to deliver.

Bob also goes into the practical stuff -- even outlining a process you can start today. He refers to it as a mini audit...but you'll have to listent to the show to get that part.

Last thoughts...don't let strategic branding solely rest in the marketing department. This is a business issue and must be addressed by the owners of the unit, product, et. We're talking about the health and wealth of your business.

-- David Kinard, PCM