Being Unique and “Owning It” Breaks Through the Clutter

Owning a brand and carving out a unique space for potential customers and clients to find you in the saturated media environment in which we live is critical. As we all know, it is much easier said than done. Organizations large and small are comprised of people with a variety of backgrounds, perspectives, and opinions. Uniqueness can quickly turn to conservatism and ultimately blandness with regards to corporate and individual brands.

This is why this week’s story of the Mexican ski team is so refreshing. The mariachi-style ski outfit for Hubertus von Hohenlohe quickly circulated around the Internet even though he will not appear anywhere close to the podium in Sochi.

He was able to break through by being “original” and sticking to it over time. This year as the stories ramped up about the Olympics, commentators, journalists, and bloggers could draw upon the pattern of wacky outfits von Hohenlohe has worn over the years.

Aside from the U.S. Team uniforms, I bet he is one of the few non-competitive Olympic athletes who will be talked about during the games (who doesn’t have a compelling, heart-tugging, fluff-piece story)