In pursuit of difference
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Lush is one of the brands that successfully differentiated itself from others. / Courtesy of Lush
“Better is not enough. Be different”; Hong Sung-tai, Joh Su-yong; Book Stone; 284 pp., 16,000 won
By Yun Suh-young
The recently released book, “Better is not enough. Be different," may become the branding bible for young marketers, mid-level professionals in the field and young CEOs preparing to launch their own brands.
The book is jointly written by a scholar and a field expert ― Professor Hong Sung-tae of Hanyang University's Marketing Department, who is also the president of the Korea Marketing Association; and the branding director and president of JOH company, Joh Su-yong, who publishes creative magazine "B," operates two restaurants, Ilhochic and Second Kitchen in Hannam-dong, and directed the design concepts for hotels such as Nest in Incheon and Glad in Yeouido, Seoul.
As "differentiation" has become a keyword among companies to survive in this competitive society, this book can be a guide to those seeking advice.
Citing numerous examples in each chapter to support their thesis, the two branding experts guide readers from the basics of creating a brand to how to market it.
The five necessary points to keep in mind to differentiate a brand are introduced as follows:
1. It's not about size, quantity or quality ― being unique is the real differentiation.
2. It doesn't have to be drastically different. A small difference can make a big difference.
3. The actual difference can be meaningless if it doesn't penetrate into people's mind. Making people "think" the brand is different is the key to success.
4. The target of differentiation should not be the general public. It should be the thoughtful minority who care about what the brand's philosophy is.
5. Real differentiation is established with consistency. The brand concept must be durable.
What the authors warn against is falling into the "pitfall of innovation."
In an effort to differentiate, people might start becoming obsessed about always creating something new and innovative which can hinder the differentiation process.
What the authors advise to avoid such a situation is to keep in mind that the quality, technology or function is less important than how people perceive the brand.
Thus, instead of trying to "look" different, brands should strive to "feel" different to consumers. Real differentiation, they say, is a matter of how to position the brand in the consumers' hearts. If consumers will miss a brand if it vanishes, then that makes it a good brand and a valuable brand to the consumers.
The book elaborates on specific branding, marketing and communication methodologies through hundreds of real life brand examples from all over the world.