“Strategy is about setting yourself apart from the competition. It’s not a matter of being better at what you do — it’s a matter of being different at what you do”

— Michael Porter

One word that the marketing wizard, Seth Godin once so simplistically and elegantly explained, is the word “remarkable”. It doesn’t mean that it has to be fantastic, out of this world, magnificent, or super special — it is about doing something worth making a remark about. Do something that stands out from the crowd, something different.

I have this one rule (that rules them all) which goes as follows:

1rE2zag

One message (1), that is relevant (r) engaging and emotional (E2) and different (when everyone zig, then zag)

In this noisy world, we currently operate and live in, with brand impressions bombarding us each and every day — being creative, being remarkable is a skill that will be of great value, but most importantly, combining that with being relevant is what will make your brand message cut through the noise.

If you on top of that manage to speak to the heart of the receiver, you have succeeded!

What creates a brand is people’s gut feeling about you, your product, service or company. You need to make sure you check off all the boxes of my “one rule” regardless of what kind of brand or marketing message you create.

It is both hard and very subjective to be the best — but being different, now that is easier — if you know who your competitors are, and where you fit in with your customers.

So my one message to you is this — be remarkable, make something that is worth people’s time to make a remark about. Then the rest will follow.