Hello, I’m
Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are reviewing an old Young &
Rubicon (Y&R) model specifically looking at brand strength.
Y&R
determined that there are two elements that make up brand strength,
differentiation and relevance:
- Differentiation refers to how unique and distinctive a brand is to customers or in the market place. There should be clear point of difference between your product and competitors.
- Relevance is how meaningful that differentiation is to customers. Do they really embrace it? Is there a mass market? Or do few people seek out your product because it isn’t relevant to them.
Differentiation
is vitally important when you want to strengthen your brand; it should be the
first area to focus on. If your product
is just like everybody else’s it will be very difficult to create a strong
brand. With respect to relevance, you
don’t have to be all things to all people.
Your brand should be relevant to the individuals you believe are seeking
out your product. If you are able to
differentiate and become relevant to target customers, the strength of your
brand will increase dramatically.
© 2015 Once
a Day Marketing™. All rights reserved.
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