If You Always Do What You’ve Always Done…
…you’ll never know what you might’ve been able to do if you’d done something different.
Apple’s iPhone X. Tesla’s Autopilot feature. Popeye’s Chicken Sandwich. All revolutionary ideas that changed their brand’s image and propelled each company forward. As a marketer, one of the toughest challenges you’ll face is helping your company, product, or service stand out from the crowd — and unless what you make or do is completely unique, you’re going to face direct or indirect competition. Doing what you’ve always done won’t get you there.
How Bold Brands Broke From the Pack
The biggest brand wins of the last decade weren’t iterations — they were departures from what those companies had always done.
Apple’s iPhone X
Apple jumped ahead of its time with dual rear-facing cameras and portrait mode, redefining what consumers expected from a smartphone camera.
Tesla’s Autopilot
Tesla built a car that can pull out of a parking space on its own and locate its driver — a feature that reframed Tesla as a software company that happens to make cars.
Popeye’s Chicken Sandwich
Popeye’s, once known only for fried chicken, launched a sandwich that became the market’s preferred chic
