Exclusivity is not just a trademark of premium, luxury brands. By definition every brand needs to be exclusive in order to stand out. The very act of branding is an act of exclusion, and that is even true for a household name like Wal-Mart (to be spelled, very soon, Walmart). Wal-Mart appeals to every customer, but it excludes those who don't care about less exclusive shopping. Wal-Mart targets the socio-graphic segment of low-budget shoppers -- that's a huge group but still an exclusive group.
To achieve this kind of exclusivity, the exclusion may sometimes just be a symbolic act. Exclusivity, then, is only a perceived value, not an actual one, and the excluded are depicted as the "enemies of the brand" -- those who don't share the same (brand) values.
Look at Southwest: The no-thrill brand promise excludes the frequent travelers who enjoy special status privileges and typically provoke the envy of fellow coach passengers. The Southwest experience is for everyone -- but certainly not for those who value top-class service and other amenities in flight.
If you start thinking about "exclusivity" in such terms, you will find it easier to pinpoint the core of your brand. Amazingly, most businesses start off without a clear understanding or definition of their brand, and they later spend hundreds of thousands of dollars for consultants finding out who they are and want to be.
Who does your brand exclude and why? Who's the adversary, the persona non grata of your brand?
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