There are two kinds of dodgeball players. (Okay…three if you count the ones who cower in the corner and pray.) The first starts out targeting the easy marks, clearing the deck as fast as they can. And then there are the few hardy souls who go after the big dog first. They aim for the largest, toughest problem right away, after which the rest of the game gets a lot easier. Most marketers fall into the first group. They pick off easier problems, like media placement or content generation or search engine optimization. But looming over them is that brute of a problem: lack of a truly distinctive brand. So why you? Why would anyone choose you over the alternatives? Would you choose you if you didn’t have to? Take out the toughest obstacle first.
