As many discuss how to break through in this world loaded with brands, I believe a central point in the discussion needs to be around relevancy. In other words does any body really care about what you stand for at the moment. Many focus on differentiation, as they should. However, creating brand differentiation is like creating brand impact, it can be done quite easily. However, if it is of the wrong kind (not relevant), then you can actually cause more damage than if you did nothing. For example, if I kick you in the groin, I will have made an impact but you won't want to have a relationship with me!
So again, I say business needs to take the time to understand what the people they depend on for success believe is relevant in their lives, and how they believe your brand best fits into these realities. By engaging with your customers and really understanding what drives them, you can avoid kicking them in the groin.
I attach a link to a quick little bit from "go to market strategies" that touches on brand relevancy.
Click here to read. http://www.gtms-inc.com/tip_brandrelevance.htm
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