Most marketers are familiar with brand essence. Try to find more than one that feels diametrically opposed, but make you categorically interesting.
What are two true things about your brand and how can they play together?
TARGET OWNS ATTAINABLE DESIGN.
APPLE MADE IMAGINATIVE TECH, SIMPLE & CLEAN.
LOUIS VUITTON IS LUXURY LUGGAGE.
Pitching any of these centaurs without their associated brand would feel absurd. But they know who they are, and they take a stand for it.
So when you’re sitting in a boardroom, obsessing over marginal gains over your competitors, think about what actually makes you different. What’s actually ownable? It might be weird, it might feel mundane, but it has to be true.
After all, we know your brand is a person trying to connect and talk to its consumers.
But what if that person was actually half horse?