Great Brands Are Different

I was reading a book by Steve Yastrow this week entitled, “We: The Ideal Customer Relationship,” when I stumbled upon this insight… we are defined not by the things that make us similar, but by the things that make us different. Brilliant! The great corporate, philanthropic and personal brands that come to mind are the ones that truly are different. What their brands stand for, how they communicate this at every point of contact with the people who interact with them and how they treat their customers and employees is authentically unique and different. Brands like CustomInk, REI, Zappos, Miriam’s…