Just because you produce superior products, are consistently flawless in your execution, or have the best and brightest employees on your team’s roster doesn’t mean you’ll outshine the competition. For example, Columbus rock band The Toll may not have been technically superior to their competition in the late ’80s and early ’90s, but their brand was unique, daring, and dangerous, which ultimately attracted the attention of Geffen Records and resulted in a $3.6M record deal. 

Brad Circone, former front man of The Toll, joins unsuitable to explain the sorcery that is brand differentiation and what businesses can do to set themselves apart in an overly saturated marketplace.

Shine Bright Like A Diamond

So, how did a small local band become a multi-million dollar international recording artist hailed by Rolling Stone as “the world’s most dangerous band,” touring the world and sharing the stage with international stars? It’s all because of a well-executed brand strategy that aligned with the band, the brand, and the business they wanted to create. We don’t often look to the entertainment industry for business strategy tips, but maybe we should — because there’s a lot that big and small businesses alike can learn from the strategy and creativity of artists like these.

If you want to introduce a little more creativity and strategy into your organization or brand, listen to this episode to discover:

• Why you need to build a cast-worthy, culturally-aligned team fostered on the discipline of brand.
• How to complete a competitive analysis, create a unique selling proposition, and stay on brand – at all cost.
• What it takes to successfully differentiate your brand.

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