BE BOLD
Three Brilliant Examples of Brands Going against
the Norm to Drive Growth
Making bold decisions that go against the grain drives success. By doing the opposite of everyone else, you demonstrate a willingness to take risks, stand out from the competition, and make a memorable impact.
Here are three examples of bold Brands doing the opposite, to create stand-out
Fiat's decision to STOP making grey cars
Fiat's bold move to discontinue producing grey cars showcases their commitment to differentiation, innovation, and Italian provenance (apparently grey doesn't exist in Italian landscapes). By breaking away from the popular colour choice, Fiat challenged the status quo and piqued consumers' curiosity. This decision generated buzz, media attention, and positioned Fiat as a brand unafraid to defy conventions and push boundaries.
Such a bold brand strategy creates front-of-mind awareness, broadens audience appeal, and fosters a perception of creativity
Apple NOT changing its’ logo for Pride month
Your logo is the core representation of your brand's identity and should remain consistent.
Apple's decision to maintain its iconic logo during Pride Month is a good example of staying true to one's brand identity and values. While many brands temporarily alter their logos, Apple's choice to remain unchanged demonstrated its unwavering commitment to inclusivity and diversity throughout the year, not just for a limited period. This bold branding decision upheld Apple's consistent brand image and reinforced its reputation as a leader in advocating for equal rights. By staying authentic and not succumbing to temporary trends, Apple solidified its brand brilliance.
Airbnb's ANTI search strategy
Airbnb's bold decision to shift its marketing strategy and focus on long-term storytelling campaigns led to its most successful quarter ever in 2021. By investing in powerful narratives that fostered a deeper connection with users, Airbnb created a more meaningful brand experience. This strategic move reflected Airbnb's confidence in its unique value proposition and highlighted its strong brand equity. The decision paid off, with over 90% of traffic coming from organic sources during their best-ever quarter. This example underscores the importance of making bold decisions that align with your brand's essence and long-term objectives.
Making bold, well-informed decisions and going against the grain can be instrumental in your brand's success. It enables differentiation, creates buzz, and establishes deeper connections with consumers. Examples like Fiat's departure from grey cars and Airbnb's shift in marketing strategy illustrate the benefits of defying norms. By embracing bold decisions and determining what you will not do, you achieve standout positioning, clarity, and confidence in your brand strategy.
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