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  • Writer's pictureJerry Ketel

Be Like a Platypus. One of your top advertising and marketing success strategies.


A platypus swimming in the water
Adorable, memorable, and a fierce defender of its place in the ecosystem.


We believe the Platypus is the perfect symbol of good positioning and differentiation. And we will explain why. But first, let's explore the importance of these concepts and why you need to embrace this as one of your advertising and marketing success strategies. In today's highly competitive business environment, differentiation and positioning are crucial components of a successful marketing strategy. Differentiation involves creating a unique and valuable product or service that sets a business apart from its competitors. Positioning, on the other hand, involves creating a perception of the business in the minds of consumers that distinguishes it from other similar businesses.

Differentiation is important because it allows a business to stand out in a crowded marketplace. By offering something that is distinct and valuable, a business can attract customers who are looking for something different or better than what is currently available. This can be achieved through a variety of means, such as innovative product design, superior quality, or exceptional customer service. Creative advertising strategies can also play a role in differentiation, by highlighting the unique aspects of the product or service and appealing to the target audience's interests and desires.

Positioning is equally important, as it allows a business to establish itself in the minds of consumers in a specific way. This can be done by emphasizing certain attributes or benefits of the product or service that are particularly important to the target audience. For example, a company that sells organic food might position itself as a healthier and more environmentally conscious alternative to conventional food. By doing so, the company can appeal to consumers who are looking for healthier or more sustainable options.

Effective differentiation and positioning can help a business achieve a number of important objectives. For one, it can increase the company's market share by attracting new customers and retaining existing ones. It can also help the company command higher prices for its products or services, as customers are willing to pay more for something that is perceived as unique or superior. In addition, differentiation and positioning can help a business build a strong brand identity, which can be a valuable asset over the long term.

Overall, differentiation and positioning are critical components of a successful marketing strategy in today's business environment. By creating a unique and valuable product or service and positioning it in a way that appeals to the target audience, a business can increase its competitiveness, build brand loyalty, and achieve its business objectives. Creative advertising strategies can be an effective tool in achieving differentiation and positioning, by communicating the unique attributes of the product or service in a way that resonates with the target audience. And now, back to the platypus. The platypus is a seemingly impossible creature. But it is also a very successful animal in its niche. It is well positioned. It is different. Very different. We think of it as a great example of marketing genius. And we can learn from this animal as business leaders and marketing students—whether for your business or for your personal brand.


The Platypus demonstrates four key concepts in marketing:

  • It’s memorable. There are few mammals in the animal kingdom that inspire such wonder. Wouldn’t you like to be as memorable in your space? The goal should be to stand out in such a way that it is difficult to forget. A platypus is unignorable. You should be too.

  • It’s creative. Author William Dugan, author of Creative Strategy: A Guide for Innovation, points out creativity is rarely something completely new. Instead, novelty comes from taking known concepts and putting them together in new ways. Much like parts of the platypus come from our mental file of normal animals and are reconstituted to create something fresh. Do you have something fresh and creative to offer your customers? It’s possible you do. Take a note from our duck-billed, beaver-tailed friend.

  • It’s strategic. The platypus has a finely defined niche and has survived for millions of years. Over thousands of years, this animal has embedded itself within the ecosystem of rivers in Australia. They serve a unique purpose by dredging the river bottoms and keeping them fresh. They are secondary prey so they fill an important role in the life of the forest as a provider for larger mammals. Do you fit into the system of life in your industry? Would you be missed?

  • It is positioned for success. The platypus defends its territory with deadly venomous spurs on its feet. It may look cute and cuddly but he’s no pushover. Snakes in the water may try to eat our little friend for lunch but platypus has one heck of a kick. She will challenge defend herself from predators. Every successful business has one thing that prevents the competition from encroaching on its territory. It might be price, it might be service, it might be a unique offering. What is yours?

When it comes to defining your difference in the marketplace there’s no better metaphor than the platypus. You could be a Purple Cow or a Unicorn but frankly, that’s trying a little too hard to be unique. Differentiation only needs to be grounded in being memorable, strategically smart, offering creativity, and being able to defend your territory. Just follow the way of the Platypus.


Who are we?

CreateGood is a studio dedicated to the Greater Purpose Society. Our mission is to help companies find their purpose, express their vision, and direct positive influence in the world. It’s a lofty goal but we have to start somewhere. Where we are starting is here. Drop us a note or ask us a question. The first hour (at least) is free.

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