"Sometimes the best thing you can do when everyone else is zigging is to zag."
I heard this a million times from my first creative director. I still think about it everytime I begin a new project. His mantra for a strong brand was differentiation. So if you find yourself swimming a school of similar fish how do you zag from the pack?
Change your brand!
Scary stuff! Can you even think about all the things you would have to do if you underwent a brand redefinition. If you can't take a look at this post from marketing [m.o.]
They examine when to change your brand and provide a checklist of all the things you need to think about in undertaking the endeavor. Really good stuff!
Anyone ever done a radical brand redefinition? Want to share your story? Post a comment.