RAZOR BRANDING BLOG: Long Live the Commodity

Long Live the Commodity

Branding works because it is based on an emotional connection.

Commodities are difficult to brand because there is no emotion for that connection:  flour is flour, sugar is sugar.

Establishing value and developing a Unique Brand Position are very difficult.  What makes this flour better than that flour?  

Doesn't it all come down to awareness at that point?  The flour that I am most familiar with, the name I know, will be the choice I make.

What are you doing to make sure you have mind share with your consumer?

Jaci Russo
Sr. Partner

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