Having recently finished reading Different by Harvard Business School Professor, Youngme Moon, it got me thinking about which brands in the active lifestyle market truly stand out from the competitive blur.
In her book, Moon discusses that the more brands try to differentiate themselves from the competition, the more they become the same. Moon reveals several case studies of what she calls idea brands. Brands that do not compete. Brands that are more interested in separation than comparison. Think Google, IKEA, Pull Ups, Swatch and Mini Cooper.
Moon speculates what characteristics future idea brands will share. These brands will offer something that is hard to come by, reflect a commitment to a big idea, and will be sensitive to the complexities of the human spirit.
As I walk around the aisles of the Outdoor Retailer Show next week, I will be thinking about these characteristics and which brands possess them. We are interested in hearing your thoughts on this subject too!
