Let’s say you were just fine with having yogurt a few times a week, and you didn’t necessarily give two poops (literally) about your digestive health. All of a sudden, you see an Activia commercial and start pondering your digestive health, the bacteria Bifidus Regularis, and how you need to buy A 14-DAY SUPPLY of yogurt, STAT.
That’s fabulous branding (and marketing!), peeps. Suddenly, there’s a new yogurt craze in town! Activia created a need, coined that big ol’ dotted arrow that signifies digestive movement, and then convinced everyone who buys to get waaaaay more than they otherwise would have. (When I go to the grocery store, I buy 2 or 3 servings of yogurt at a time. But 14!?)
Their point of differentiation — the culture Bifidus Regularis — may or may not be pertinent to my lifestyle, but in a sea of choices, I’m gonna go with the one that stands out.
Screenshot of Activia webpage
Let me repeat: in a sea of choices, I’m gonna go with the one that stands out. And so will your clients.
How can you make your brand stand out? What need can you fill? Or create, and then fill?
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