Comments on: How To Differentiate A Brand Part 3: Avoid The Category Tablestakes /2012/01/16/how-to-create-a-differentiated-brand-avoid-the-category-tablestakes/ Strategy Innovation, Brand Strategy Consulting, Brand Positioning, Brand Portfolio Consulting Thu, 15 Jun 2023 20:55:13 +0000 hourly 1 https://wordpress.org/?v=6.1.3 By: Bruce Tait /2012/01/16/how-to-create-a-differentiated-brand-avoid-the-category-tablestakes/#comment-60 Tue, 17 Jan 2012 15:34:24 +0000 /?p=766#comment-60 Good point Valerie. I’m going to talk about innovative targeting as a way to find new, fertile ground for brand strategy in an upcoming post. Thanks for your feedback!

-Bruce

]]> By: Valerie Esqueda /2012/01/16/how-to-create-a-differentiated-brand-avoid-the-category-tablestakes/#comment-59 Tue, 17 Jan 2012 03:59:19 +0000 /?p=766#comment-59 I think if more brands applied context to define who their users were they would have have a better chance at developing strategies that differentiated. Sure trucks are tough and durable. They are supposed to be. But what happens when it in the context of the women are the ones that are driving them. Then they become trucks for tough durable women that don’t want to be treated like they don’t know what they are doing. Like me when I was hauling horses. (I had a Tacoma. Let’s talk about torque.)

Same goes for snow boards. Yeah on a good snowboard you catch air. Your supposed to. But what about when it’s in the context of kids dealing with skyrocketing lift costs, expensive snowboarder wear, and harder-to-score kid job income? If your my nephew, it’s the one of the few things worth bagging Call of Duty money for.

BTW wish me luck. Im going snowboarding for the first time this week end. We may have a new context to talk about….

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