“Be together. Not the same.” The genius behind Android’s line.
What do you do when your competitor is making 8x as much money as you with only ¼ of your market share?
Google’s answer was, think different.
Apple maintains value through a consistent and well-branded experience.
But if you’re Android, your brand is seen as a collection of other manufacturer’s brands. So, what do you do?
You create a brand identity that celebrates this lack of conformity. You tell your customers: you can share a platform, but that doesn’t mean you need to live identical lives.
It’s a very cheeky positioning. “Be together” fosters the collective tribe mentality that has made Apple so powerful.
“Not the same” makes you feel good about thinking different.
If, like Android, you have $16.4 billion worth of unrealised brand value to make up, you’ll be glad to hear we only charge $16.3 billion per project. So what’s the one thing you’d like to change about your brand’s positioning? Call us. We can help.