RizeClub member Marty Neumeier, is not only a boss in branding, but also captured one of the simplest, most relevant tests; “the Onlyness Test”

“Onlyness” is by far the most powerful test of a strategic position. Brands need strong positioning because customers have choices—if you don’t stand out, you lose. I wrote a little book about this, called ZAG. It says that to win the positioning game, you have to answer one simple question: What makes you the “only”?

You’ll soon see that answering this question is far from easy. One way to approach it is to think about why your brand matters. At Liquid, we take our clients through a series of steps to discover what makes them the only, which is nothing less than a journey to the core of their business. Remember, you can’t advertise your way to onlyness—you have to start with it.


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