When it comes to creating your company’s image, it is important to differentiate yourself from your competitors. The question is, how far does should that differentiation go? Well, that all depends on the risks you are willing to take with your company. In this sense, the old adage holds true: the bigger the risk you take, the bigger the payout…or fallout. Unfortunately, with risk, you are going to fall a few times before you can walk. Nevertheless, making mistakes is the building block for learning. The companies that are willing to take branding risks are the ones that make it big.
To read about a company that took a big branding risk, and saw it pay off, check out this article about Apple’s “crazy” branding risk: http://www.cnn.com/2011/TECH/innovation/05/18/apple.store.anniversary/index.html?hpt=T2