Different is better than better. Advertising Continue reading below We focus so much on trying to be better, but the reality is that it doesn't matter if you're the best if no one notices or cares. It doesn't matter that I'm an author and I'm writing the best book if nobody reads it. It doesn't matter if a car manufacturer makes the best cars if no one buys them. This is a key for us in marketing. It doesn't matter that you have the best idea if no one is paying attention. The problem is that the world is becoming more and more distracted, more competitive and more commodified, it is very difficult to be better. It is very expensive. It takes a lot of effort to be better than your competitors.
Even when you connect with your competitors, you are still following their game. What I've discovered over this decade is that the most successful brands are the ones that are different. This difference is the greatest competitive image masking service advantage you can have. Advertising Continue reading below About the fascination of the brand As part of this process of measuring what makes brands fascinating, we've created an assessment that's similar to Fascination Advantage, but specifically for your business or product. What's cool is now, it's free. The review is on brandfascination.com. The assessment is 28 questions. It takes about three minutes. I built the assessment on the same methodology a brand would use to understand how consumers, or customers, or customers view that brand almost like a focus group.
Measure the signals brands give off in all of their communication, advertising, and messaging, then create a profile that describes how people are most likely to see your brand in its most compelling form. Make your brand fascinating with a limited budget If you have the biggest budget, you can afford just one pound per message in your consumer's brain over and over again. If you don't have the biggest budget, then you must be the most fascinating. Advertising Continue reading below The process I developed for brands to discover what makes them compelling and how to apply it goes like this: Step one, do the brandfascination.com review. Then, step two, take what you learned in this assessment and find out in the book how exactly to apply it.