The Simplicity of Snow.
It’s a snow globe day here in Manhattan. Magic is drifting from the sky, coating Columbus Circle with white frosting and its 100% pure Currier & Ives in Central Park. Looking out the window it could as easily be a century past, the world roaring back from a previous pandemic; or a century hence. Squint your eyes through the flakes and time blurs.
Speaking of which, (he says, adroitly pivoting to an only marginally-connected topic while blithely stomping on) snow makes a fine visual metaphor for a concept critical to those of us following the 9-fold reductionist path: the difference between “differentiation” and “distinctiveness” in brand clarity.
“Differentiation” — How your company, organization, product or service stands out through your strategic image, reputation or features and benefits. This is largely a reflection of your positioning. It’s literally built on your brand’s most unique and compelling aspect or attribute: the fascinating snowflake that catches your eye in a field of similar sameness.
“Distinctiveness”— What your brand does tactically to achieve a devoutly-to-be-wished-for competitive separation. The toolkit here includes everything from your name and logo to the creative way you present yourself, to the tone and manner of your persuasive communications—the flake that zigs sideways from the rest of the category zags.
Most marketers are familiar, or even obsessed with the former and with good reason. It’s hard enough to identify, much less leverage that one thing that people will find special enough that it lingers in their minds. And the latter is an equally big and gnarly challenge; forcing us to vehemently reject “me too” creative sameness in the way we speak, what we do, and how your customers hear it.
Put it this way: your brand can be the truthful black swan on the ice-covered 59th street pond. But if it insists on quacking like all the other ducks, nobody will see that it’s special.
All of which reminds The Reductionist (who somehow picked up the irritating habit of referring to himself in the third person) that the inner kid is ready to go blaze a booted trail through a transformed Strawberry Fields. Care to join?