You Can’t Rely on Gimmick Branding

Differentiation. It’s one of the keys to good branding. Branding and marketing professionals have been beating that drum since the dawn of communication. But being “Different” in simple separation from the competition isn’t enough. Differentiation needs to add value. Otherwise what good does it do for the consumer? Take for instance the recent “change” MillerCoors Brewing has made to their packaging. We’ve all seen the “Vortex Bottles” and the new big-mouth aluminum bottles. Sure that’s different, but the product is the same, watered down, tasteless swill. There hasn’t been any value proposition or improvement in the actual product. So unless

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