| What Makes Your Brand Unique? |
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By: Cindy Wendland |
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 Nordstrom started as a shoe store and now is a full-line fashion specialty retailer. Ted Baker London started as a British company known for men’s shirts. Now they have expanded into full-line designer apparel for men and women. A brand’s heritage is important and can form the basis for brand growth.
The Ted Baker brand has a distinct and unique feel. It is a quirky British brand. Florals are a huge part of their designs as is patent leather in many colors. Since they became known as a men’s shirting specialist, they stood out from other retailers. When you see their products in their own store or in a department store, their uniqueness helps separate them from other brands.
Something else unique about Ted Baker is that they don’t advertise. They are unconventional and primarily use only word of mouth and interesting displays. They also carefully manage the expansion of their collections; they tightly control distribution, and they carefully manage development of overseas markets. They pride themselves on offering something out of the ordinary.
What does your brand do that makes you unique? What are you known for? Could you survive without advertising? Are you quirky? Do you carefully manage all product channels? Ted offers some great inspiration.
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Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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