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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