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In her book, Different: Escaping the Competitive Herd, author Youngme Moon explores three ways in which brands can make potential customers sit up and pay attention. See them below:

• Reversal—These brands strip things down and sweeten them up in the process. Reverse brands put their peers on the defensive by forcing them to reevaluate the rationality of their own value propositions.
• Breakaway—These brands reset our brains. They break boundaries in established fields.
• Hostility—These brands are exclusive, recognized without major marketing effort. They don’t market, they anti-market. It’s a twisted form of seduction that often works.

According to Moon, following one of these structures will help you seperate your business from the competition.

Don’t miss out on this must-read article and insight at Open Forum.

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