The Robinson Report – Different

“The person who follows the crowd will usually go no further than the crowd. The person who walks alone is likely to find himself in places no one has ever seen before.” – Albert Einstein

As brand marketers, our job is to grab just ONE slot – then print it to long-term memory.

Often times, ‘professional copywriting’ is tremendously ‘same’ – not different.

The result washes over the end user and never ‘prints’ in the ‘7 slots’.

While re-watching the historic and elaborate Naptown Rock Radio Wars, it’s clear that WIBC against WIFE was about who was – different.

When WNAP came to morally disrupt Indy radio history – well, clearly different, messy.

Far from ‘better’.

So – do something about it.

Listen, read or see the brand you shepherd.

Of course you think it’s better – you designed it.

But is it ‘different’ – from your competition.

Are there aural activators, unique talent and surprises that create ‘differentiators’?

Different – is the new ‘better’.

A word of C\caution – being ‘different’ carries a heavy tax.

You’ll initially be on an island – alone.

And sometimes – that’s what makes it ‘better’.

Next Up:  Relevancy – Revisited (Part 3)