7 Ways to Improve Your Brand in 2020: #3 Points of Differentiation

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This week we are talking about Points of Differentiation. When I work with companies, this is the topic we spend a lot of time really digging into because it is so important. If you look and sound just like everyone else, and if your products appear to be just like everyone else, and if your organization is just like everyone else – then people are going to choose everyone else. If you don’t have a specific thing that makes you different and that makes you better, then why in the world would anyone choose you?

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

7 Ways to Improve Your Brand in 2020: #2 Specific Message

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Very few things in life are actually “one size fits all”. Someone ends up with something that’s a little too big and someone else ends up with it being a little too small. When it comes to building a brand, it’s even more extreme. Instead of just being a little too big or a little too small, if you are using a general “one size fits all” message you are guaranteeing that the message will connect with no one. That is a lot of wasted time, money, resources, and effort.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Expect an ROI When You Invest in Your Brand

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I had the great pleasure of being in the Superdome for the Saints game yesterday for their game against San Francisco for the top of the NFC. I was surprised to see that the Fan Impact Play was sponsored by Waitr, a food delivery service that went public at the end of 2018 and less than a year later is about to have its stock delisted for trading below $1 per share (they’ve lost almost $900M in value). So, for investors, football isn’t the only thing providing high blood pressure in the Superdome. I can’t imagine how upset their shareholders must be to sit in that dome and watch that logo go up on the big screen as their stock goes down.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

3 Do It Yourself Tips to Build Your Brand

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When you think about big, bold brands, Nike’s “Just Do It” and Apple’s “Think Different” might be the first thing to come to mind. Those tag lines/campaign slogans are big and bold – but they aren’t brands.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

When Going Negative Goes Wrong

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Anheuser-Busch launched an ad campaign during the 2019 Super Bowl with a primary message: Bud Light does not contain corn syrup.  The ads featured the Bud Light King and the Bud Knight on a quest to return a barrel of corn syrup to its proper owner.  They first visit the Miller Lite castle followed by the Coors Light castle looking for where the corn syrup belongs.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

University asks Louisiana high school to stop using logo

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Recently, news broke that Rutgers University asked Ruston High School to stop using their trademarked logo. According to Rutgers spokeswoman Dory Devlin, “The university addresses trademark infringement issues to avoid confusion among brands and to ensure its logos are used for their intended purpose.”

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Don’t Play Chicken With Your Brand

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A few weeks ago, Popeye’s launched a new menu item – the chicken sandwich – going head to head with Chick-fil-A.  The skirmish began with a series of tweets and escalated into a Twitter battle royale with every fast food chain jumping into the fray and doing their best to grab some of the media headlines.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

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