A Dutch song, “Zij maakt het verschil” (she makes the difference) intrigued me. In so many ways, the unknown form of ‘she’ is described, based on what ‘she’ is not. But in the end, she does make the difference. Isn’t that interesting?

While I was stuck with a positioning problem for my graduation project about what the brand actually is, I started to rewrite the lyrics of the song, based on what the brand is not. A verse about the core of the brand, followed by a verse about the target audience and their goal in life. Last but not least, a verse about the competition closed it.

Not only did I solve my problem, I actually wrote a song and a potentially awesome presentation. Unfortunately I am not the best singer, but the song represented the brand at the core of its being.