🏴‍☠️ Boring Brands Die First

Hello! Adam Thornhill here. ‘The Podcast Guy’ saving you 10 hours a month.

Enjoy the 163rd Podup, with special thanks to ChatGPT Consulting - a proven 4-week program to transform your team’s productivity and creativity.

Today, you’ll learn about the importance of polar opposites thanks to Lenny’s Podcast.

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In a sea of sameness, blending in is the quickest path to irrelevance.

Steve Jobs knew this better than anyone, famously stating that if a standup comedian could do a routine about your product, you’re onto something.

Today, we’ll explore why distinctiveness is your brand’s greatest weapon, and how polar opposites can set you apart.

Seek polar opposites

The opposite of a good idea can be another good idea.

For example, I would say there are two great ways to check into a hotel.

One of them is insanely high touch, and the other is no touch.

It'd be pretty cool to check into a hotel where you just walked in with your mobile phone and unlocked your room.

It's also pretty cool if you go to The Mandarin Oriental in Hong Kong.

They take you to your room, show you how to use the television, the shower, etc, and they make you a cup of tea while you're filling out the paperwork at your vast desk.

They're both pretty great ways to check into a hotel. They're complete opposites, but they’re distinctive.

Rory Sutherland

Why it matters

Most businesses get stuck in the middle, trying to appeal to everyone, and end up standing for nothing. Instead, you need to preserve the odd things that make your brand unique.

Here are a few opposites to consider:

• Fast vs Slow. Deliver lightning-fast service, or create a deliberate, luxurious experience that encourages savoring the moment.

• Premium vs Budget-Friendly. Position yourself as a high-end luxury brand or focus on being the best value for money.

• Sustainable vs Disposable. Offer eco-friendly, long-lasting products or make convenience and ease of use your top priority.

• Bold vs Subtle. Use vibrant, eye-catching branding or lean into understated designs.

• Formal vs Casual. Present your brand as polished and professional, or adopt a laid-back, approachable vibe.

Distinctiveness creates brand loyalty, word-of-mouth, and that special something that makes people come back again and again.

Next steps

Want to stand out? Here’s how to inject distinctiveness into your brand:

1. Get weird. Identify your quirks. What makes your brand unforgettable? Amplify that.

2. Embrace extremes. Don’t be afraid to go to the edges. Test what works and own it.

3. Inject humor. If your product were a joke, what would it be? Use this as inspiration to inject personality into your marketing.

Your thoughts?

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