Similarly, business seems to be designed to reward uniqueness too. What company wants to be known for following “normal” instead of “best” practices? Delivering “average” instead of “outstanding” customer service? Hiring “ordinary” versus “exceptional” employees?
An article recently authored by Steve Tobak and published on BNET.com cites 10 reasons it’s bad to be normal.
Here are his categories:
Best practices, customer satisfaction, recruiting, product specs and features, R&D, market share, leaders, vendors, growth rate and sales people.
It’s a quick read and I think everyone will clearly recognize that in many areas of business, average is just not acceptable.
So what about marketing communications? Why are so many companies satisfied to use the same short-term product and feature promotions, all-inclusive, vague copy generalities or purely literal visual imagery employed by many others to try to set themselves apart.
The result is competitive camouflage. The loss of the ability to set yourself apart from your competitors. And it makes achieving higher than average performance in the areas mentioned in the BNET.com article much harder.
But the camouflage can be removed. There is a better way to develop your marketing communications.
Watch our short video about the issue of competitive camouflage or read our article about communications mistakes that hide companies from potential customers.
Or to talk to someone about helping you create better than average communications, contact us today by e-mail or phone 903-534-5220.
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