{"id":65138,"date":"2022-04-16T15:03:00","date_gmt":"2022-04-16T19:03:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=65138"},"modified":"2022-04-25T10:42:10","modified_gmt":"2022-04-25T14:42:10","slug":"unique-marketing","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/unique-marketing\/","title":{"rendered":"Unique Marketing and Branding: Why They Don&#8217;t Matter"},"content":{"rendered":"\n<p>Are you looking for a better way to promote your brand? Is unique marketing the most effective strategy to use?<\/p>\n\n\n\n<p>Unique marketing creates brands that stand out against competitors, but it won&#8217;t help <a href=\"https:\/\/www.shortform.com\/blog\/how-to-get-customers-for-a-new-business\/\">attract customers<\/a> in the long run. Instead, marketers should focus on continuing their brand that already works, considering most consumers don&#8217;t care about branding.<\/p>\n\n\n\n<p>Keep reading for Byron Sharp&#8217;s reasoning for why unique marketing is a waste of time.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-don-t-rely-on-unique-marketing-for-new-customers\"><strong>Don&#8217;t Rely on Unique Marketing for New Customers<\/strong><\/h2>\n\n\n\n<p>If it\u2019s impossible to find success by marketing to existing buyers or other specific demographics of consumers, what <em>can<\/em> marketers do to be more successful than their competitors? Consumers don&#8217;t care about unique marketing or branding. They just care about the product and its effectiveness. That being said, marketers should realistically look at what customers care about.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-consumers-don-t-care-about-branding\">Consumers Don\u2019t Care About Branding<\/h3>\n\n\n\n<p>According to Sharp in his book <em>How Brands Grow<\/em>, <strong>targeted <a href=\"https:\/\/www.shortform.com\/blog\/bad-marketing\/\">marketing fails<\/a> because consumers don\u2019t care enough about branding for it to impact their <a href=\"https:\/\/www.shortform.com\/blog\/buying-decisions\/\">purchasing decisions<\/a>. <\/strong>Customer surveys reveal that consumers typically perceive all brands in a category to be roughly interchangeable\u2014when the differences between brands are slight, consumers fail to see differences at all. This is especially true for the intangible features of a brand: Only a small fraction of consumers ever think about a brand\u2019s image or personality. Even if they do describe a brand as more \u201ctrendy\u201c or \u201cwholesome\u201c than its competitors in surveys, they frequently change their opinions if interviewed later.<\/p>\n\n\n\n<p>For this reason, any unique marketing that attempts to prove a brand is different or better than its competitors misses the point entirely. <strong>Most of the time, consumers buy without ever deliberately comparing various brands and determining which is best for them. <\/strong>Sharp explains that humans have adapted to a brand-saturated world by <em>completely filtering out<\/em> the vast majority of branded messaging they encounter. Even if you\u2019ve crafted the most convincing <a href=\"https:\/\/www.shortform.com\/blog\/unique-value-understanding-michael-porter\/\">value proposition<\/a> possible for a target demographic, it\u2019s more than likely that your message won\u2019t get past your audience\u2019s <a href=\"https:\/\/www.shortform.com\/blog\/mental-filtering\/\">mental filter<\/a>, and they\u2019ll ignore it completely.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Should Marketers Worry About Brand Dilution?<\/strong><br><br>By arguing that consumers purchase without regard to the differences between brands, Sharp attempts to disprove the existence of \u201cpositioning.\u201d In <a href=\"https:\/\/www.shortform.com\/app\/book\/positioning\/1-page-summary\"><em>Positioning<\/em><\/a>, <a href=\"https:\/\/www.shortform.com\/blog\/al-ries-and-jack-trout\/\">Al Ries and Jack Trout<\/a> claim that marketers can create their own market niches by way of unique marketing, which <a href=\"https:\/\/www.shortform.com\/app\/book\/positioning\/1-page-summary#what-is-positioning\">influences consumers to perceive their brand in a certain \u201cposition\u201d within a market<\/a>\u2014for example, as more a luxurious jewelry brand than cheaper alternatives.<br><br>In some cases, these two contrasting perspectives lead to opposing marketing strategies. For example, Ries and Trout <a href=\"https:\/\/www.shortform.com\/app\/book\/positioning\/1-page-summary#brand-dilution\">warn against brand dilution<\/a>: when a brand weakens its image by offering a wider variety of products. Ries and Trout would claim that if a luxurious jewelry company added a more affordable line of products, they would seem less prestigious to consumers, reducing the demand for their high-end jewelry.<br><br>On the other hand, Sharp would likely argue that rolling out an affordable line of products wouldn\u2019t hurt sales of the high-end line. Why not? Sharp would argue that because consumers filter out the marketing that \u201cpositions\u201d the jewelry as more luxurious than its competitors, they wouldn\u2019t think of the brand as more luxurious in the first place. There would be no brand image to dilute, so a cheaper line wouldn\u2019t dissuade anyone from buying the expensive line.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-consumers-buy-whatever-brand-is-present\">Consumers Buy Whatever Brand Is Present<\/h3>\n\n\n\n<p>If consumers don\u2019t rationally weigh their options, how <em>do<\/em> they decide which brand to purchase? Sharp explains that when deciding which brand to buy, <strong>consumers ignore the vast majority of options and decide between the few options that are <\/strong><strong><em>immediately present<\/em><\/strong>. This not only means presence in the physical sense (in other words, the options in a consumer\u2019s immediate surroundings) but also <em>conceptual presence<\/em>: When you think about a product, what\u2019s the first brand that comes to mind?<\/p>\n\n\n\n<p><strong>What consumers think of your brand matters far less than <em>how often<\/em> they think about your brand. <\/strong>According to Sharp, if a customer recognizes your brand and considers buying it, however briefly, they\u2019re already vastly more likely to purchase your brand than your competitors\u2019 brands, whom they don\u2019t instantly recognize and thus ignore completely. To that end, unique marketing can hurt your business&#8217;s chances of being recognizable. If your brand is new and unfamiliar, consumers are less inclined to buy your products.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are you looking for a better way to promote your brand? Is unique marketing the most effective strategy to use? Unique marketing creates brands that stand out against competitors, but it won&#8217;t help attract customers in the long run. Instead, marketers should focus on continuing their brand that already works, considering most consumers don&#8217;t care about branding. Keep reading for Byron Sharp&#8217;s reasoning for why unique marketing is a waste of time.<\/p>\n","protected":false},"author":14,"featured_media":7881,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,79,104],"tags":[608],"class_list":["post-65138","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-entrepreneurship","category-marketing","tag-how-brands-grow","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Unique Marketing and Branding: Why They Don&#039;t Matter - Shortform Books<\/title>\n<meta name=\"description\" content=\"Customers don&#039;t care about unique marketing or branding gimmicks. Recognition and reputation are more important. Here are a few reasons why.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/unique-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Unique Marketing and Branding: Why They Don&#039;t Matter\" \/>\n<meta property=\"og:description\" content=\"Customers don&#039;t care about unique marketing or branding gimmicks. Recognition and reputation are more important. 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