When Brands Differentiate – A View on Bags, Bag Brands, and Brand Differentiation

One of the topics I enjoy researching is brand differentiation. It’s amazing to see how much creativity is put into helping brands stand out amongst their competitors. In order to illustrate the point, the podcast below explores the differences between messenger bags and the rest of the industry, and how four brands have managed to carve out a name for themselves amidst tons of international competition.

One point I’d like to add is that the purpose of this podcast is merely to illustrate how the companies have differentiated between themselves amidst of sea of competitors, and highlighting how they’ve implemented this differentiation across the company and branding.

This podcast highlights the need for differentiation if you want to enter a crowded and established market.

The companies I talk about during the podcast are:
missionworkshop.com/about/
info.rickshawbags.com/the-rickshaw-story
www.timbuk2.com/content/about-people.html
www.chromeindustries.com/us/en/manifesto

Continue Reading

Brand Tourism & Attention to Details

As a hobby, one thing I love to do when I travel is visit commercial establishments (be it coffee shops, stores, services, etc) that have excellent brand consistency. I call this ‘brand tourism’.

What I mean by brand consistency is where you get a feeling, as a customer, that every detail is thought through to reflect the values and vision of the founders. The more attention to detail, the more I enjoy the brand tourism experience.

This attention to detail typically includes how products are created/selected, how customer service is, and how people experience your product or service (packaging or locale).

To give you two visual examples of places in San Fran that I really enjoy for their visual attention to detail and store brand consistency, check out these two photo stories I made –

Taylor Stitch – A clothing store that has a very San Fran Hipster feel to it. – http://stories.iconografi.co/taylor-stitch

Four Barrel Coffee – Although these days the experience is perhaps slipping according to a few due to the popularity it has, its decor and how they hire staff has been very good. – http://stories.iconografi.co/four-barrel-coffee

I’ve chosen to share physical locations as examples (vs. apps) because they can set a good example upon which to base software products. Around San Fran there are several other really good example.. The Mission Workshop bags store and Triple Aught Design store to name a few others.

So, as you think about building out your website, imagery, icons, etc, ask yourself, am I making my brand consistent across all aspects and details of what I do?

Continue Reading