About eight months ago my business partner and I authored a white paper called “The Vital Role of Creativity in Brand Building.” I had not seen this subject get the attention it deserves, so we decided to tackle it. I can’t fit the gist of the message into 140 characters for Twitter, but I can boil it down to a brief blog post – though I hope you’ll check out the white paper for yourself (click here).

One of the most important keys to building a powerful and memorable brand is differentiation. Even if your product, service or destination is similar in many ways to your competitors it is essential to find a way to stand out from the crowd. One detail, one attribute, one moment in your company/community’s history. Whatever it is, it can make your brand different. The two-part challenge is:

a. discover the differentiator

b. capitalize on it

Both of these challenges require creativity. Since the definition of creativity is “the use of imagination or original ideas” I equate creativity with differentiation. They are inextricably linked.

I find the subject on my mind again today as I prepare to present a webinar next week on tourism branding. Differentiation is crucial to success in tourism branding so naturally the subject comes up in the webinar. Due to time constraints, the subject doesn’t get all the time it deserves. Maybe that can be the subject of another webinar.

Note: there is still time to register for the free webinar on tourism branding. Click here for details.


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