The challenge for your brand today is to find a way to be different from your competitors while satisfying your audience desire to be part of a community.
The goal is no longer to look different. It's a rather subtle shift in perspective. You need to be able to build a community around your brand's offering. In today's overly diverse world, we're not really interested in looking different anymore. We want to participate.
We want to know the nature and the values of the community we are joining. If I join your brand's community as a costumer and follower, what exactly am I joining?
What we want are brands that can tell a very simple, clear and coherent story about who they are, where they come from, who they work with and what they intend to do.
In this subtle shift in perspective lie powerful opportunities for creatives to tell great stories about the brands the work with and the brands they create.