Being selectively different

Seth shares an important lesson today–a lesson I was circling when I talked about how Domino’s made a brilliant marketing move by creating a remarkable delivery process rather than trying to make a remarkable pizza.

Here’s what Seth says:

Marketing storytelling is not about doing everything differently. You do many things the same, intentionally, because those ‘same things’ aren’t part of your story. It’s the different stuff where you will be noticed, and the different stuff where you tell your story.

In a nutshell, it doesn’t make sense to do everything differently, unless your story is absolutely “everything differently.”

But when your story does lead you to doing something unique, do it remarkably.

Because hell, even in their heyday Krispy Kreme’s donuts still had holes in the middle.

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Filed under Branding, Marketing

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