Being normal is not a point of differentiation

Mark Schaefer
2 min readJan 25, 2024

I recently received an email from a brand manager excitedly telling me about a new promotion his company was running.

The company was sponsoring a woman’s sports team and announced in bold headlines that they were going to begin supporting this team at the same financial level they’ve supported the men’s team for years.

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Mark Schaefer

Keynote speaker, marketing strategy consultant, Rutgers U faculty and author of 10 books including KNOWN, Marketing Rebellion, and Belonging to the Brand!