Good vs. different.

August 31, 2006

Larry Myer is a folk singer with indie-rock sensibilities. He’s got a rough voice, a vagrant look, and incredible talent. He rocked a great acoustic version of Stevie Ray Vaughn’s “The Sky is Crying.” He played last night at Granite City in Sioux Falls in front of about fifteen uninterested social drinkers.

Craig Finn is the lead singer of The Hold Steady – a indie-rock band with some classic folk sensibilities. He’s got a rough voice, a vagrant look, but is not incredibly talented. His songs only cater to a very narrow group of music listeners. He played last night at The Masonic Temple in Hamden, CT – not a huge venue, but one perfectly suited for his style and filled with like-minded music consumers.

The difference between the two – Craig Finn is producing something a little different. To most people, he’s just not as good as Larry Myer is. But Larry Myer is the “same old.” Craig Finn is less talented, but different. He’s quirky. He’s note worthy.

He’s breaking through the clutter. And he’s becoming successful.

When two similar brands or products face off against each other, it’s not a given that the “best” brand will win. Sirius vs. XM. VHS vs. Beta. Google vs. Yahoo. The one that sticks out is the one that continues on with higher respect. Sometimes it’s the better of the two. Often times it’s not.

There is a point when breaking through the clutter no longer serves it’s purpose on it’s own. The larger a brand becomes, the more it’s scrutinized. Flaws are pointed out. Missions are pulled apart. Plans are streamlined, excruciatingly planned, and every detail is set to the smallest level. The product has to perform well in order to keep its status.

But until this level is reached, simply being different can be the deciding factor.

By Corey

Filed Under Marketing

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