Zig When Others Zag:
Terry’s talk at the Vancouver Island Construction Conference

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Terry was recently interviewed by Victoria News after his talk at the Vancouver Island Construction Conference.

Here’s an excerpt:

“When there’s that much competition it really pays to have the smartest, most unique brand out there because it’s the one way to stand out,” he told the News. “Attention is the oxygen of marketing.”

This idea translates from globally-recognized businesses like Apple, to mom and pop shops down the street, which O’Reilly said succeed by looking at what their competitors are doing and deciding to do something different.

“There’s a reason why all car ads look the same, all beer ads look the same; it’s because they’re all looking around and trying to sort of resemble each other, which is terrible marketing,” he said. “You know Coke would never try to resemble Pepsi, Apple would never try to look like Microsoft, and West Jet never tries to look like Air Canada.”

O’Reilly said it’s essential that businesses continue to focus on their branding and their image, even when the economy is strong.

To read the article in full, click here.

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