(By Buzz Knight) A tip of the historical radio hat to the legendary Long Island New Wave radio station WLIR which embodied its positioning statement, “Dare to be different,” in attitude and swagger. I remember how the statement jumped out of the speakers in a sea of radio sameness.
That same phrase has kept rolling through my head for the last few days.
I sat in on a great webinar presented by Benztown and moderated by Mike McVay called “Keeping It Real In The Digital Age” which included my old boss Peter Smyth, Sherri Lynch/former co-worker- super talent from our Greater Media days, and Envisionwise President and CEO Jackie Parks. If you get a chance, watch it. “Daring to be different” was one of the many excellent themes covered in this presentation.
In a crowded marketplace where consumers are bombarded with countless choices, standing out has become more challenging than ever for brands. However, the secret to success lies in daring to be different. Unique branding not only captures attention but also fosters lasting connections with customers.
Let’s explore why brands should embrace their distinctiveness, along with examples of companies that radio might learn from to gain a “dare to be different” approach.
Cut Through The Noise
In a world saturated with advertisements and products, being different is the only way to cut through the noise. Brands that dare to stand out are more likely to capture the consumer’s attention.
Take Red Bull for instance: instead of just marketing an energy drink, they built an entire lifestyle around extreme sports and adrenaline-pumping events. This unique approach made them a household name globally.
Memorability
Unique brands are memorable brands. When you do something that nobody else is doing, you create a lasting impression. Consider Apple; they revolutionized the tech industry not just with their products, but with sleek, minimalist branding. It’s not just a computer or a phone – it’s an Apple product.
Target Audience Connection
Being different allows brands to connect deeply with their target audience. Take Patagonia, an outdoor clothing company. They don’t just sell clothes; they sell a commitment to environmental sustainability. Their bold stance on conservation resonates with their customer base and creates a strong bond.
Diversification and Adaptability
Brands that dare to be different often have diversified product lines. A great example today is how The New York Times rescued a dying business model by branching out into the puzzle and game universe to expand its user base. This has increased profit and allowed them to remain relevant to different audiences.
Inspiration and Innovation
Uniqueness inspires innovation. Brands that challenge the status quo push themselves to come up with new and exciting ideas. Tesla, with its electric cars and sustainable energy solutions, is a prime example of a brand that’s reshaping entire industries through innovation.
In conclusion, it is quite obvious the marketplace rewards brands that “dare to be different.” Whether it’s through innovative products, bold marketing campaigns, or a unique brand identity, standing out from the crowd can lead to success, customer loyalty, and a lasting impact.
I realize the financial shrinkage going on in radio is a scary territory, but please don’t be afraid to break the mold., and remember that in today’s world, being different is often the key to thriving.
Buzz Knight can be reached by e-mail at [email protected]. Read Buzz’ Radio Ink archives here.
