Playing the Exotic Card


When entering a new market, it can be good to play the exotic card and emphasize how different you are. You are the new kid on the block, and if you are merely following your competitors, why would their customers switch to you?

Some entrepreneurs understand very well what being different can mean for their brand.

When the cosmetic brand Rituals expanded to the US, they advertised "The leading brand in Europe."

Heineken made its brand stand out of the crowd with a green bottle you can see from afar, big letters "Brewed in Holland", and an exotic-sounding name.

And let's not forget the Jamaican bobsled team from the movie "Cool Runners", who conquered the hearts by being different from the other teams.

Blending in or standing out, something to think about!

Greetings from Silicon Valley,

Sophie

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