You don ’ t have to try so hard
Conform , fit in , think inside the box , don ' t blur the lines ..... We have all been told from a young age , that it is important to fit in and be one with the majority-blend in , not blur out ; Fade into the crowds not stand out in the blue ocean .
We try , try , try so hard to be like the others and do as the Romans do while in Rome . The paradigm shift in the mindset that will thrive in this new digital economy , is not to fit in but to stand out . Differentiation provides unique positioning which in turn leads to brand equity , power and enduring smiles on Main Street first and then on Wall Street . It ' s ok to be different-it ' s ok to stand out ; in fact , it is desirable and required to be heard amongst the " me too " cacophony . What you are speaks so loud that I cannot hear what you say .
Brands , individuals , corporations , universities , governments , military ' s , neighborhoods and lifestyles have spent enormous resources ( time , effort , money , capital , labor ) to create a unique positioning and a distinct and growing piece of real estate in our psyche ' s and our minds . As Philip Kotler , and the leading brand luminaries of today so lucidly enunciate , a Brand provides comfort and reduces the cognitive dissonance that is inherent in a purchase decision and the resulting action that occurs when we engage with a brand . Brand value can be a sustainable competitive advantage worth its weight in gold on the balance sheet , the income statement and most importantly in the inter-temporal , accretive stock value . Art , music , fashion , jewelry , lifestyle and every other facet of life that appeals to any of our five senses , flirts with our emotion and intellect , in many instances by first being different and standing out . The ensuing dance begins with the brand and the consumer initially noticing each other from amongst the crowds . Differentiation leads to Attraction , that leads to Interaction , which in turn leads to XLV ( customer / brand / organization Lifetime Value ) -the nirvana and elixir , we are all frantically searching for both in the physical world , and in its digital counterpart .
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