We recently came across an article that reminded us of Robert Bloom's post last week on our Topic of the Week blog. Bob pointed out just how tough times are, but argued that they could nonetheless provide an advantage to the business savvy enough to differentiate itself from its competition. We also ran a post on this subject, "Selling to a Belt-Tightened Custoerm, a couple weeks ago.

Now Steve McKee weighs in on the topic at Business Week, and his answer to succeeding during tough times is--surprise!--be different, and make sure everyone knows how wonderfully different you are.

McKee's advice may seem counterintuitive: essentially, he urges entrepreneurs to identify the direction in which the majority of their industry is going, and then go in the opposite direction. The trick is in recognizing that, almost always, there are more of your competitors going in that direction than there are dollars. Put it this way: if seven out of ten people want to buy a digital clock and only three want to buy an analog, but eight or nine out of ten businesses are going to sell digital, be the tenth company that sells an analog.

McKee gives four examples of recent, successful counter-brands:

-Mamma Mia! The movie, which was based on the mega-hit musical that uses the songs of Swedish disco supergroup Abba, secured a big opening weekend for itself by opening opposite the biggest fish of them all, The Dark Knight. The film's backers at Universal could barely have hoped to come close to topping the Batman blockbuster, and they didn't. Instead, they gave the smaller group of viewers less likely to want to see Christopher Bale, Heath Ledger, and co.--namely, older women--a great alternative, and cashed in.

-Puppy Bowl The Super Bowl is the biggest television event of the year. Chances are you watch it; and if you're a man, or interested in sports, or interested in football, the chances are exponentially larger. But if you are none of those things, you're not going to be lured away by something that otherwise appeals to the Super Bowl demographic. Instead, you're going to flip the channel to watch cute puppies fall all over each other while "competing". Good thinking, Animal Planet.

-Carl Jr.'s Monster Breakfast Sandwich It's big; it's fatty; it appears to contain, bacon, eggs, sausage, and cheese. In an age when most people are likely to opt for a breakfast without any of those things, or even the buns surrounding them, the relatively few who do want a, well, let's just call it all-American meal are going to have one obvious place to flock to.

-Southwest If you've flown recently--we're really sorry--you know how much worse its gotten lately: with extra fees for carry-on bags, fewer amenities, and generally more expensive tickets. So what has Southwest done but run in the other direction, specifically ruling out price hikes or luxury downgrades. McKee points out that Southwest could be cashing in like everyone else, but has not done so out of fidelity to its sterling brand.

So go against the flow. You may not be trendy (as least to the majority; there is often great pride and hipness in niche marketing). But you will be successful.