http://www.creative-brand.com/bank-branding/the-irony-of-differentiation-part-2-what-to-do-about-it Just another WordPress weblog Thu, 22 Dec 2011 15:18:26 +0000 hourly 1 http://wordpress.org/?v=3.2.1 http://www.creative-brand.com/bank-branding/the-irony-of-differentiation-part-2-what-to-do-about-it/comment-page-1#comment-36 The Story » Blog Archive » Terrible Taste = Great Branding Wed, 05 Dec 2007 07:16:30 +0000 http://creative-brand.com/2007/09/05/the-irony-of-differentiation-part-2-what-to-do-about-it/#comment-36 [...] Bank and credit union marketing and branding people always talk about differentiation, but don’t actually want “differentiation,” they want “betterentiation.” (Refer back to the previous posts, The Irony of Differentiation Part 1 and Part 2.) Nicer service, friendlier people, better products etc. Who cares? You can’t build a strong bank brand like that, because that’s what every bank strives for. My advice: go ahead and actually BE nicer and friendlier, but when it comes to positioning, find something more unique, more ownable, and….differentiated! [...] [...] Bank and credit union marketing and branding people always talk about differentiation, but don’t actually want “differentiation,” they want “betterentiation.” (Refer back to the previous posts, The Irony of Differentiation Part 1 and Part 2.) Nicer service, friendlier people, better products etc. Who cares? You can’t build a strong bank brand like that, because that’s what every bank strives for. My advice: go ahead and actually BE nicer and friendlier, but when it comes to positioning, find something more unique, more ownable, and….differentiated! [...]

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