Bigger is Not Always Better: Exclusivity as brand
If you live in America, you live in the land of LARGE. For the most part, we prize size. Wide open spaces. McMansions big enough for an entire clan, even though we may have a small family. Super-sized meals. Pitchers of endless mimosas. All you can eat. Huge trucks and oversized SUVs. Teams of specialists. More, more, and more.
Businesses like to brand bigness, promote a plethora and entice you with extras. The danger with branding big is you can become a commodity, competing in an endless spiral of way-too-much just to remain large and in charge.
Contrarily, branding “less” can be more effective at driving your business. Selling scarcity, rareness and limited availability is a very effective way to create want. Customers compete to buy, to get their seat at the table. Profit margins rise. And, you will need to market smarter not harder to seduce the client.
Here are a few examples of how exclusivity is used to build the brand:
Exclusivity as brand relies upon building an esteemed reputation for being or producing the very best (or most unique) and delivering on that promise. It means your target audience is narrower. It requires your brand experience to be extraordinary and seamless.
Even if your product or service is not a luxury good, work of art or exclusive service, integrating some of the techniques of a less is more approach may take your brand out of me-too marketing and bring your business to a whole new level.
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