I watched the 2006 US election closely and believe there are is a HUGE lesson in it for marketers. Being different from the competition is sometimes enough.
Seth Godin would tell you to be remarkable (i.e. different in a good way) and he might be on to something there. But it may not always be necessary.
Apple understands. They’ve been thinking different for a long time and have a loyal group of raving fans because of it.
Avis tries harder and sometimes gets the business simply because they’re not Hertz.
So, next time you see the competition zig, go ahead and zag. It might just make all the difference.
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