Using Reverse Camouflage To Brand

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In other words… boldly say what you’re not.

In a piece on the topic that appears online in FutureNow the idea of reverse camouflage is applied to business branding. According to the article, people define ideas by the boundaries… without the edges an idea or term remains ambiguous.

This is why going after a huge market… trying to be all things to all people… won’t work. You blend in with every other business. You’re just another fill-in-the-blank here.

If you want to stand out… you need to sharply define the edges between you and the other businesses like yours out there. The better you do this, the more strongly you’ll turn-off a number of customers. But don’t you want to powerfully capture some of your market instead of being overlooked by all of it? Read more

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