We have regular discussions with brands – across all markets & verticals – around moving the needle when it comes to awareness. Our advice is simple – you must differentiate your positioning. Your brand must stand for something that none of your competitors can claim as their own. Otherwise, you'll just be another 'me too' out there. For example, how many industry tradeshows have you been to where every booth/brand looks the same?
So, how do you do this in a crowded competitive landscape? How do you develop branded content that separates you from all other content and clutter?
While this isn't easily achieved, innovation is often the catalyst for looking at and doing things differently. We recently co-sponsored a healthcare IT design conference with Boston-based Continuum, a design strategy company doing some really cool global work. They have an interesting take on 'deliberative discourse' or 'arguing' as that very catalyst to help drive innovation, differentiation. I have to give them props so here is a link to the relevant article from them.
I am paraphrasing the concept for my own purposes, but I love the idea of applying this idea to branding discussions. Why shouldn't we create brand environments where our teams challenge the notion that we should do things this way because we've always done it this way, or that's the way things are done in our industry?
If you want your brand to differentiate itself, to dominate, maybe you need to start arguing if you want to innovate?
Maybe you should try it!?