The way you presently do business is likely driven by “rules” that have simply been made up. What if you made up a new set of rules? Southwest Airlines made up new rules. (Flight attendants having fun? No music or movies even on four-hour flights?) Whole Foods made up new rules (a big grocery store where you can’t buy Coca Cola? Really?) Zappos.com made up new rules (next day shipping at no extra cost? One year return policy and THEY pay the shipping if you do return a product??? REALLY???) Ukrop’s made up new rules. (Taking your groceries to your car for you? They’re gone, but no one has assumed that lead. Why not???) So today – make up one new rule for your business. Differentiate. Create your own category.
(Originally by Joe Calloway-www.JoeCalloway.com)
Posted By Gordon Conner – Brand Consultant & Copywriter who helps clients become Category of One companies. He has been providing advertising, marketing, branding and copywriting services for 39 years and lives in Midlothian, Virginia. He can be reached at Gordon@BranWorks.com.