Internet Brand Building – Part 1: What We Can Learn From Darwin

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laura-wilson-online-internet-brand-buildingWhen I’m at the gym cross training away, I quite often listen to an audio programme on my MP3 player, so I can learn something useful whilst exercising…after all, even salsa music can get a bit boring working out to it night after night, right lol?

Last night I was listening to one of my monthly business audio interview MP3s from Raymond Aaron’s Wealth Creator Series and I seriously think that what I learnt over the hour I was listening, is absolutely super useful and will help me in with my online business no end, now I know the ‘rule’ that was shared. So much so, that I wanted to share it with you too :-)

The interview was with Al Ries, best-selling author of The Fall of Advertising and the Rise of PR, The 22 Immutable Laws of Marketing, The 11 Immutable Laws of Internet Branding and The Origins of Brands and he talked about divergence – how it is the MOST powerful thing and the LEAST understood thing in the world!

Divergence?

Wow, bold statement right and what does he mean by the term divergence? It got me intrigued, so I started listening a little more intently.

Well divergence means ‘to separate out’ – the opposite of convergence, which means ‘to bring together’.

Al Reis explained that nature and evolution (as in Darwin’s theory of the origin of species, which is widely regarded as being true) favours extremes, NOT middle ground. It’s the tendency of a species to break apart and become two or more species.

So for example, take the cat. Over the history of time many different species of cat have evolved – lions, cheetahs, tigers and they all have their strengths – lions are very powerful, cheetahs are very fast. These extremities in characteristics have allowed the species to survive, giving them an edge over other cats.

A lion would never be a powerful version of a cheetah and a cheetah would never be a fast version of a lion – they are separate animals and to mix the two would dilute both strengths and ultimately lead to extinction.

Relating this to business, the best businesses are the ones that have been at the extremes and every new emerging sub-category that evolves gives rise to the opportunities for new brands in each of these sub-categories. So from the category of ‘marketing’ emerged ‘internet marketing’, emerged social media marketing, emerged YouTube marketing, emerged YouTube video optimisation…

The best success comes from picking one specific area (species) and playing to your strength of being different from the bland middle offerings, where most people mistakenly position themselves.

So by this reasoning, no single company should try and cover all types of marketing, or even internet marketing as it causes confusion in customers’ minds – ‘what does that company do?’ Instead we should SPECIALISE in one small niche. This is nothing new right, we have all heard ‘the riches are in the niches’.

Like my friend and mentor Steven Essa – he’s an internet marketer but he’s known for ONE thing – webinars. In fact he’s known as ‘The Webinar Guy’ lol. Hosting them, coaching businesses how to use them effectively, selling affiliate products with them. It’s still interent marketing, but he’s cornered the sub-category of webinars. This is EXTREME and he is extremely successful :-)

Now do you think he’s had to turn down people wanting SEO or Adwords help or video marketing? Probably. But he’s come out a better brand because of it.

In that case, why do businesses diversify under their one brand name, trying to be all things to all people and offering lots of different types of products and services rather than just sticking to one specific area?

…the camera phone, or the marketing company that can help all types of customer, or the dabbler in life trying many different hobbies?

It’s like a Chinese takeaway becoming successful because they sell great Chinese food and then branching out into Indian food lol.

It doesn’t work!

So what’s with the lure of convergence and branching out to reach a wider market?

Read part two here…Internet Brand Building – Part 2: The Lure of Convergence

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Get "The 7-Ways To Alkalize Your Body" Guide & Printable Alkaline Food Chart
  • Discover The Amazing Health & Healing Benefits of Alkalizing Your Body
  • Lose Weight Much More Effortlessly
  • Identify The One Acidifying Killer in Your Home
Enter your Name and Email to Get the Free Guide

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