The inside-out brand-development approach is the only one that guarantees success.
Outside-in Brand Development
But there is something missing. A critical element is overlooked, and one on which the most powerful brands are built -- unearthing evidence of distinction.
What you just read is the definition of outside-in brand development. Not only does it represent one of the more common approaches to brand development, it also is the most flawed.
And the reason is because when competing companies subscribe to the outside-in approach to brand development, they acquire similar intelligence and each strives to conform to the needs and wants of customers.
It's the reason that so many companies make similar claims about themselves lacking any evidence of distinction. It's a losing proposition every time, and marketing loses its impact.
