When the everyday becomes a luxury, differentiation becomes even more important

Remember the menu question? Well, it wasn't about food, but a recent Time article shows why restaurants are such a great metaphor for marketing your organization to the 21st century consumer:

The U.S. economic downturn has claimed another victim: Bennigan's Grill & Tavern, the 32-year-old chain of casual-dining fern bars. Amid sky-high gas and food prices and tightening consumer spending, the chain's Texas-based parent company declared bankruptcy July 29, saying it would shutter 150 eateries. While the franchise outlets remain open for now, Americans who want to peruse oversize menus for oversize portions of unremarkable food in unremarkable settings may soon have to check out Applebee's or Chili's. Or Ruby Tuesday or T.G.I. Friday's. Or the scores of other family-style restaurants serving deep-fried mozzarella sticks beneath hypnotically rotating ceiling fans.

They're a lot harder to distinguish than they are to find. Bennigan's had an Irish theme, with burgers slathered in Guinness and a drink called the Blarney Blast, but it was about as Gaelic as Barack O'Bama...

Bennigan's failed a few days after the state of California banned trans fats, so it's tempting to blame its demise on an antiobesity backlash. But fast-food joints are doing fine. The real problem is that middle-class families are struggling, and food prices are soaring. In good times, a trip to the local Outback or Olive Garden could be part of the family routine; with gas prices near $4 a gallon, it's become a special occasion.

And Bennigan's--an Old Navy of cuisine, a Levittown of the dining experience--just wasn't all that special. If Americans still want chicken wings and chocolate desserts served with an Irish surname, they can always go to Houlihan's.

In a challenging economy, it's more important than ever to stand out so that you're the only option for your customers and to ensure that you get as much wallet share as you can. Trying to be all things to people is the quickest way to become an object lesson in the paradox of choice.

Photo: Ashley on Picasa
Hat tip: Matt G.

Message in a bottle

Looking for an example of a differentiated message? Well, look no further than Arrogant Bastard Ale, one of the brews available at J.K. O'Donnell's Irish Ale House. One glance at the arrogantbastard.com home page, and you know they're not trying to appeal to everyone. In today's fragmented communication environment, that's a risk worth taking. In fact, the real risk is playing it safe.

Of course, if their product was no good, the message wouldn't matter. But by positioning themselves uniquely, Arrogant Bastard comes across as a brand that's not watered down--a pretty nice match for the beer itself, actually.

Photo: arrogantbastard.com

Differentiation: It's a funny thing

Whether you're talking about your company's brand or your personal brand, it's all about doing one thing, and doing it well. Just listen to this conversation between Don Rickles and Chris Rock in this month's GQ:

Rickles: Chris has a style, and God bless him, it's great. And I have a style that I picked up. When I was a young man, I was the guy with the insult. It was always in my personality. I always did what I did and never made plans otherwise.

Rock: That's like saying, "Why didn't Pete Rose hit more home runs?" Listen, he figures out what works for him. Basically, whatever gets your mother a house, you do that thing.

What's your thing? How well do you stick to it?

Stop trying to reach "everyone"

Submissions to the News-Sentinel's Daily Rant are rarely rational or even coherent. Sometimes, they're just plain nuts. But today's entry is a useful reminder of how easy it is to be myopic about your product, service, idea, or world view:

Let’s turn the old OmniSource building into a giant quilt center! We could have festivals aplenty downtown, and it would bring an estimated $6.7 million into the community! Plus, everyone loves quilts!*

I don't love quilts. Do you love quilts?

Starting with the premise that "everyone" loves something is a sure way to fail in reaching your audience. Be vigilant about cutting as many people out of your target audience as possible. Don't aim for the masses. Shrink to grow.

*I have no idea where the $6.7 million figure comes from, but Rant ravers usually make up for their lack of facts with their enthusiasm.

Fill in the blanks

Struggling to determine what makes you or your business different? This graphic from Collective Wisdom gives you a succinct, easy way to get started. Just fill in the blanks, put it aside, and come back to it after a day or so. Can you back it up? Are you willing to do only that? And are you disciplined and patient enough to give it time to work? If so, then you've just found your niche.