Brands need to be both relevant and differentiated to grow. Differentiation is important to help consumers know why they should choose you over an alternative. But too many strategies focus on looking for ‘white space’ in the market. If you don’t have relevance to the category essence, you don’t sell. If you want to launch a soup brand, you better have warmth and comfort in your brand as no-one wants to buy the most innovative soup.  You may be different, but you are not relevant. Contact us to find out more.