The value of standing out

photo via the 5th ape on flickr
There are only two laws of survival in the integrated jungle. If you don’t want to be eaten alive, blend in. If you want to attract a mate, stand out.

Unfortunately, a great deal of business communications today is trying desperately to keep from being eaten, so it doesn’t attract anything—except maybe flies when it dies.

It’s kind of like thumbing through wallpaper samples, with one message blending into another. Visual wallpaper full of unimaginative statistics. Or simple regurgitation of stark, uninvolving selling points that a company thinks will automatically sell its product.

In other words, communications that simply put the product on a pedestal and describe it, and wait for the world to beat a path to its door.

And they’re still waiting.

There is a mistake in logic at work here, and it goes something like this: “If my program is like my competitors’ (a euphemism for the curse of “benchmarking”), then I’ll be considered a factor in the market and attract attention.”

Nothing could be further from the truth.  If you want to attract and keep customers out there in the integrated jungle, you have to concentrate on standing out. In every medium. Not just blending in.

To learn more about the value of standing out and increasing the power of your brand to generate sales in the face of business marketing change, download Mobium’s eBook ‘Brandwidth’ here.

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