Cuidado com as marcas homogéneas

“attention is the most important currency anyone can give a business, and that attention is worth more than revenue or possessions.
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The new “attention-as-currency” may stem from how the world has changed since the industrial revolution, which had led to sellers making all the rules. Now buyers dictate what they want, how they want it, and when. And if they aren’t happy with one seller, they simply take to the internet and post their dissatisfaction, sometimes with reach greater than the seller’s.
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you need to learn how to elicit a strong emotional response to your business, and the personality of your brand, because while it’s easy to forget or lose interest in information, it’s much harder to forget strong emotion. You can do this by allowing your business to have some aspect of your own innate personality or quirks. Fascination in a product or service builds an emotional connection, and emotional connections hold attention.
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the tendency of large companies to be the vanilla ice cream of their market—they project a personality that’s universally acceptable, but bland. For a company of one, being vanilla isn’t going to allow you or your work to stand out. Companies of one have to be the pistachio ice cream of their market. For better or worse, people either absolutely love pistachio or can’t stand its flavor and weird green color. [Moi ici: Em Mongo cuidado com o tentar ser tudo para todos. Justin Bieber dá o exemplo]
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Fascination is the response when you take what makes you interesting, unique, quirky, and different and communicate it. When you start to understand how the world sees your business, you can amplify that understanding by featuring the specific traits that make you, you. When you own and harness aspects of your personality strategically, you can use them as a competitive advantage in a crowded marketplace—like an artisanal bucket of pistachio ice cream that people will gladly pay $25 for (instead of going with the $4 tub of vanilla).
Don’t just ask consumers to pay attention to your business. Instead, start doing the kinds of unique and unusual things that attract attention in order to make your business distinct.”

Trechos retirados de "Company of One: Why Staying Small is the Next Big Thing for Business" de Paul Jarvis.