When we think of marketing, catchy slogans often come to mind.
These short, memorable phrases are designed to grab attention and stick in our minds. But relying only on a slogan isn’t enough to make a brand stand out in today’s crowded market. Great marketing goes beyond the words and taps into something deeper — it focuses on what makes a brand truly different.
A slogan can be a great starting point.
It’s like the launch pad for a larger conversation. However, to truly connect with customers, a brand needs to offer more than just a clever phrase. It must show what sets it apart from others. This is where the “criteria for difference” comes in. These are the unique qualities or values that make a product or company stand out, whether it’s innovation, exceptional customer service, or a unique product feature.
For example, think about companies like Apple or Patagonia. They don’t just rely on a catchy slogan to win over customers. They build their marketing around what makes them special — innovation, quality, and a commitment to the environment. Their slogans may help attract attention, but it’s their deeper, more meaningful message that keeps customers coming back.
In today’s world, people want more than just a clever tagline.
They want to connect with brands that stand for something, that offer something different from the competition. So, while a slogan might be the starting point, it’s the real difference — the unique qualities of the brand — that will make it memorable in the long run.
The best marketing is about telling a storey, building relationships, and offering real value. It’s about showing why your brand is different, not just telling people with a catchy phrase.