Is brand strategy overrated?

One commentator says it is. Marcia Hoeck, writing in B2B Marketing Trends, says companies ought to just try to be themselves:

Most companies don't stand out in the marketplace "sea of sameness." And because they don't stand out, they are not connecting with potential customers.

What's the solution? Be yourself. Be unique.

Sounds simple, doesn't it? Maybe more companies should be themselves.

One reason I like dealing with small businesses is that many small business owners revel in their uniqueness. Small business owners are often quirky and memorable – some might call them characters. Most are not afraid to let their marketing approaches sound different and be different.

More large companies — especially technology companies — should try harder to be unique.

Those small business owners they are selling to just might appreciate it.