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Category Archive for: ‘Brand DNA’

Unique Differentiation, A DNA Analogy

What does it mean to imbed unique DNA in all aspects of your business? Let’s take a scientific approach to brand differentiation and use a DNA analogy: Naturally, as humans, we are all unique. Our bodies are made up of innumerable cells—each with a nucleus containing valuable genetic information. DNA exists in the TINIEST nucleus of these cells. So, what defines …

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Examples of Extraordinary Companies

Extraordinary companies typically begin with an extraordinary visionary, who then attracts extraordinary followers—employees and clientelle alike. These two examples are no exception. It is my hunch that each of these visionary companies have a set of core values that are unchanging and a core purpose that fuels everything they do—the FOUNDATION needed for becoming extraordinary.  #1 TOMS SHOES TOMS “Presumed” Powerful …

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Differentiation Through Positioning

Differentiation Through Positioning Too often, clients come to me with a particular marketing project in mind and a wonderful vision of success. The good news is that they have this wonderful vision of success. The bad news is that they attribute this vision of success to nothing other than the tactical implementation of something marketing-related—a flyer, a brochure, or website, …

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The Value to Companies of Being Extraordinary

Competitive differentiation is about embedding your unique DNA in everything you do. Today, we have more choices for products and services than ever before. But these choices feel more like the same. And, companies keep blurring the lines more by emphasizing the same competitive features, “More, Better, Faster, New Improved”. We as consumers are left more confused as ever before…When …

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A Valuable Lesson in Customer Service & Cultural Alignment: Avoid Making this Mistake

My experience started out with a vision and a great idea! I decided to print unique, plastic business cards because I wanted to make a powerful statement. I needed something unique that would reinforce what my business stands for (imbedding unique DNA in all aspects of a company’s business). So, I started a Google search, like 90% of Internet users …

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