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“est” is not sustainable for your brand

if the idea powering your brand ends with est, you may be in trouble.  lowest, fastest, sexiest, funniest, smartest, bestest, largest…none of them are set to work in the long run.  why?  because there is always someone who is preparing themselves to beat you.  there will always be a “dollar store” ready to undercut your prices.  or a “smarter” analyst who is better at building models than you. there will always be a faster car ready to outrun your model t or a newer, younger model who is ready to steal the runway from underneath you.  very few brands can build a competitive advantage around something est that is sustainable.

instead, the brands that win in the long run are powered by unique ideas that are timeless. fastest isn’t timeless.  cheapest isn’t timeless.  but happiness, safety, and helping the guy get the girl are.  what is the idea powering your brand?  is it unique?  is it timeless?

  • by detavio
  • posted at 5:00 am
  • August 31, 2009
  • mickij_3

    the main issue with 'timeless' however, is that is must be built over time. folks nowadays, want the 'est' right now so they can get to what they think is a better quality of life NOW. i agree that being timeless is what places you apart from your competitive brands, but how do you build that brand? a little right now 'est' doesnt hurt for some, and i think provides a sense of 'hmmm, they gave me this now…let me check back later to see if there is still value, etc.'

  • mickij_3

    the main issue with 'timeless' however, is that is must be built over time. folks nowadays, want the 'est' right now so they can get to what they think is a better quality of life NOW. i agree that being timeless is what places you apart from your competitive brands, but how do you build that brand? a little right now 'est' doesnt hurt for some, and i think provides a sense of 'hmmm, they gave me this now…let me check back later to see if there is still value, etc.'

  • mickij_3

    the main issue with 'timeless' however, is that is must be built over time. folks nowadays, want the 'est' right now so they can get to what they think is a better quality of life NOW. i agree that being timeless is what places you apart from your competitive brands, but how do you build that brand? a little right now 'est' doesnt hurt for some, and i think provides a sense of 'hmmm, they gave me this now…let me check back later to see if there is still value, etc.'

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