Why is Jägermeister the bestselling liquor brand that no one likes?
Because it’s toxic taste is what sets it apart from all the other liquor choices behind the bar. The worst it tastes, the more people talk about it. That creates a unique experience that people seek out.
This illustrates what Sally Hogshead suggested in her opening keynote at Authority Rainmaker – different is better than better. Sally is a best selling author, keynote speaker and marketer who has consulted for brands ranging from BMW to Target.
Sally says that the uniqueness of a brand is what can be translated into their competitive advantage. When you are able to put that competitive advantage into words, it translates into something people will evangelize and purchase.