11) Death by Differentiation
Sudeep interviews Sharan on his dramatic title for the episode, but both quickly settle in, to ally a concern that haunts a lot of the business owners and custodians. Emerging businesses spend a lot of time on their product differentiation or the Minimum Viable Product (MVP), only to have it replicated by competition.
They speak about how emerging brands must dare to be different and pursue niches before focussing on the masses. Sharan proposes that Brand distinctiveness, driven by the various brand assets / collateral is a better way to connect with consumers and seep into their subconscious. Differentiation, he says, is far too logical to drive any emotional connection.
SHOW NOTES
- Book: Positioning - The Battle for Your Mind by Al Ries & Jack Trout
- Book: How Brands Grow by Byron Sharp
- Book: Thinking, Fast and Slow by Daniel Kahneman
- Book: The Diffusion of Innovations by Everett Rogers
- The Diffusion of Innovations - Summary Slide
- Sunfeast Bounce TVC
Visit show website for other episodes
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Music from Zapsplat.com
