Netflix stock is back up again. Its woes following the introduction of Qwikster seem to be a thing of a long ago past, but this does not mean the brand of Netflix is working as hard as it should be.

Netflix has been doing quite well. It stock price is comfortably above $300/share with forecasts of more growth potential ahead. Netflix turned itself around, in part, due to its original content (House of Cards, Orange is the New Black). Much like AMC has experienced over the past years, quality content brought consumers.

However, this strategy is also being adopted by other streaming services like Hulu, Crackle and Amazon. With so many providers trying their hand at original content, consumers will have more choices within the same available time.

100813Great content will continue to pull in consumers but, as the market becomes more crowded, Netflix should begin carving out differentiation by its brand. Netflix currently positions itself with the tagline of “Watch Responsibly.” But that’s overly clever (clever = not believable) and is a sign that it has not captured what represents the highest intensity for the Netflix subscriber.

Netflix is in a great position and has a real opportunity to create separation in the marketplace. It must remember, however, that, as content becomes more and more competitive across streaming services and network television, the biggest point of differentiation lies elsewhere.