What makes you different?
It's the question you ask an agency you're about to hire. It's what the agency asks any potential employee with a portfolio. It's what the general public asks about your brand before the make a decision to walk away or pull out thier wallet.
The question has taken on a new potency in the digital age. New technologies provide a stage on which people declare to the world what makes them different—including what brands they bond with.
Consumers are conversing, and clever brands are joining the discussion. A brand that enters a chat room and solves a problem is one that has earned a new kind of loyalty. A brand that finds expression in a useful mobile app or an addictive social widget is one that has captivated a new kind of audience.
A riveting television spot or an appealing print ad are still powerful ways to convey a brand idea, but these days they are not enough. You’ve got to allow your customers to participate in the process. You’ve got to meet them where they are. You’ve got to create an engaging and ever-evolving experience. This is where we shine.