Elevate your offering by defining what the customer is buying.
Ideally, it will become a “must have,” which means that if a brand is
deficient on that characteristic it will be less relevant and unlikely
to be considered. It may even become completely irrelevant. Consider:
- Whole Foods Markets makes “organic food” a primary choice factor for food.
- Dove created a case for moisturizing as a must-have shampoo characteristic
- Patagonia arguing that clothing brands should have sustainable programs and values
- ASUS creating a subcategory that make motherboards for the big name computer brands.
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