In today's commoditized world it has become increasingly difficult to find that competitive edge. It used to be that a company could create a thriving brand based on some sort of technical advantage that the rest of the marketplace lacked. This technical advantage helped the company create a product that was either far superior or much less expensive than competing products. The company placed an ad on TV, the market place took notice and the company thrived. Over several years of holding this technical advantage, their brand was formed.
Today, the playing field is leveled. Companies of all sizes (including tiny startups) now have virtually the same access to technology and information like never before. The technical breakthroughs that happen today generally spread like wildfire. Soon after a company announces a unique way of doing something, everyone else is doing it, too. For any given product category, there are plenty of options for the consumer with only slight differences in product capability. Today, you're pretty much getting the same thing for about the same price.
This scenario makes it hard for businesses to not only develop but KEEP a loyal following. I hear it from people all the time - "nobody's loyal anymore". They're partly right. Todays consumer largely cares about price first and foremost. We've devalued service to all time lows. And then we wonder why we're talking to somebody in India regarding our phone service issue.
The way I see it, the only way to continue to make an impact on consumers is to continually evolve your business and look for ways to craft a business that looks and feels unlike others in your space. The next big brands are going to be those that create "hybrid businesses" - the bringing together of existing products and services in new and exciting ways.
The mold has forever been broken.
