This document discusses the importance of differentiation and innovation for brands. It provides examples of companies like Nike, Amazon, and Indigo Airlines that have been recognized as innovative. It also discusses the value of identifying trends, discovering cultural ideologies, and leveraging them to distinguish brands. Finally, it lists four disruptive business ideas from Anya Kamenetz of Fast Company.

1. BE
DIFFERENT

3. Most of us try to be
different

5. Only a few
really are.

15. Enduring.
Relevant.
Ir-replicable.
Iconic.
The Differentiation story.

16. Brands and
Differentiation

17. Real
Perceived

18. Being First
Attributing Ownership
Leadership
Heritage
Market Specialty
Preference
Manufacturing
Being Latest
Differentiate or Die

19. How do I make a Xerox?
Pass me a Kleenex please.

20. Innovation

21. Nike

22. Amazon

23. Indigo Airlines

24. Featured by
as the
most innovative companies. 2013.
http://www.fastcompany.com/section/most-innovative-companies-2013

25. Consistency

29. Meaningful

33. Value
Delivery
System

36. Unique
Insight

37. My Busy Bucket Toy Rental
“We noticed our kids were more entertained when they were playing with toys
from someone else’s house.”

38. “There is a fat kid in all of us.”

39. Ikea
“It’s just a lamp”

40. IDENTIFYING TRENDS THAT CAN BE LEVERAGED
HELPS DEFINE A NEW CATEGORY OR
SUBCATEGORY, AND OWN THAT NEW FRAME OF
REFERENCE.
WWW.BRANDAMPLITUDE.COM

41. DISCOVER THE IDEOLOGIES IN THE CULTURE THAT
ARE SPEAKING IN A MEANINGFUL WAY AND
HARNESS THEM TO DISTINGUISH THE BRAND.
WWW.BRANDAMPLITUDE.COM

42. 1)
2)
3)
4)
Green without "Green"
Social Media for Social Change
Learner Centered Education
Better by Design
FINALLY, 4 DISRUPTIVE BUSINESS
IDEAS
ANYA KAMENETZ OF FAST COMPANY