The Quest for Uniqueness

What is Uniquness

The Oxford Dictionaries define unique as being the only one of its kind, unlike anything else. Unique is particularly remarkable and special. In marketing, and business in general, uniqueness is what we all strive for. However it can be very hard to obtain. Companies work very hard on becoming a distinctive brand. They look to create niches in their markets and then provide the products and services to serve these niches. They create “USPs” or unique selling points, which means that consumers need, and consequently buy their products.

Unique Marketing Communications

Uniqueness can also be shown through a brands’ marketing. Brands that take marketing seriously, appreciate it and recognise the indisputable benefits that marketing provides, demonstrate their individuality through their marketing communications. Brilliant marketing can set you aside from the rest and really make you stand out as a brand leader in your market. Iconic brands like Coke, Apple and Budweiser have all illustrated this for decades. For me however, the most unique marketing communication in the past twelve months has been the “Heineken Walk in Fridge” advert. It is completely unique, individual, perceptive and quite exceptional. No other brand in recent times has created an advert that both men and women can relate to so easily as Heineken have. Although targeted at the male audience, it also engages women. It uses humour to engage its audience and improve their viewing pleasure. This brilliance was reflected by the impact it had on its audience. The ad started as a viral video on YouTube. It gained over 2.5 million views over a three month period. It became so popular that Heineken then screened the ad on TV all over Europe. This has set Heineken apart from its rivals and is recognise as the major force, along with Carlsberg, in the lager industry.

The Benefits of Being Unique

The popularity of Heineken’s clever marketing campaign should transfer into sales and long term customer value for the company. This long term value is what companies seek and intelligent marketing offerings can provide this. You need to know what appeals to your customers, know their needs and then serve these to the best of your ability. We believe that this should be done in an individual way because every brand is different. To create distinctive and inspired marketing communications takes time, effort and care and this is a belief which we at 10thStep follow everyday.