Something Different exists to help businesses find their something different
Starting, building, and growing a business is hard work. It demands bravery, commitment, and a true passion for what you do. Yet, standing out in a crowded marketplace where so many brands say and offer similar things can be nearly impossible.
We believe you don’t have to blend in. With over 20 years of experience guiding businesses to find their something different, we provide the clarity and focus needed to move you from where you are to where you want to be. Our mission is to help you escape the sea of sameness, outshine your competition, and achieve sustainable growth.
This is effective business, brand, and marketing strategy—made more straightforward.
The Something Different Way
CREATING SOMETHING DIFFERENT
In markets where true differentiation is scarce, most companies offer similar products and use similar language. To rise above the competition, you must carve out your own space and create something genuinely different.
BELIEVE
When everyone in your category shares the same beliefs, ask yourself: What do you believe about your customers and your work that no one else does? Defining this core belief sets the stage for a unique perspective that attracts the right audience.
BUILD
If your rivals offer the same products and solutions, how can you deliver more meaningful value? Identify what customers genuinely need but aren’t getting, and build offerings that give you a decisive edge.
BRAND
If other businesses present themselves in predictable ways, how can you shape your brand’s personality, voice, and visuals to stand apart? By crafting a distinctive brand identity, you ensure you won’t just be seen—you’ll be remembered.
BECOME
Aligning what you believe, what you build, and how you brand your business creates a powerful differentiation and distinctiveness that propels you beyond the competition. By doing so, you become something different, securing your space in the market and setting the stage for lasting success.
Musings
Thoughts and musings about business, brand, marketing, human behaviour, media, and great campaigns that will help you overcome your business problems, maximise your opportunities, and find your something different.
Contact
Something Different is a strategic consultancy founded by me, Gareth O'Connor after a 20+ year career honed overseas and in Aotearoa. I am an award-winning strategist and have worked with some of New Zealand's and the world's biggest brands, like Unilever, IBM, Activision, Spark, ANZ, Lotto NZ, Foodstuffs, Mercedes-Benz, Restaurant Brands, Bayer, GSK, HP, Mediaworks, Nissan, Pernod Ricard & DB Breweries, challenger brands like 2degrees and Skinny (who are now pretty big), and some who were and are just getting started.
