Give them reason:
Notes for inspiring brands
It’s shocking how many companies claim to be unique while looking, sounding, and behaving the same as their competition. Great brands stand out. How else would we take notice of them?
How can you better communicate what makes you different? Do this clearly, and with consistency to provide a point of difference that can make your brand matter.
Zag: The Number One Strategy of High-Performance Brands by Marty Neumeier.
Fighting clutter with more clutter is like trying to put out a fire with gasoline.”