R.E.D. Marketing: The Three Ingredients of Leading Brands by Greg Creed & Ken Muench

Author:Greg Creed & Ken Muench [Creed, Greg & Muench, Ken]
Language: eng
Format: epub
Tags: Business & Economics, marketing, General, Advertising & Promotion, Consumer Behavior, Sales & Selling
ISBN: 9781400223305
Google: J_cIEAAAQBAJ
Publisher: Harpercollins Leadership
Published: 2021-06-08T23:59:24.791531+00:00

Stay True to Your Distinctiveness

Fulfill as many use occasions as you can, while still remaining true to your distinctiveness. Think of Arm & Hammer Baking Soda, which from the 1920s–1960s was a kitchen staple, relegated to the baking shelf, or a moldering corner of millions of refrigerators. By emphasizing the power of baking soda as an ingredient, and reframing the brand around the idea of its functional relevance as a deodorizer, and emphasizing its distinctive quality, Arm & Hammer was able to systematically expand the product line to encompass laundry detergent, household cleaners, first aid products, and toothpaste and mouthwash (among many others). Experiment with the Arm & Hammer approach and see if it will apply to your brand. But stretch too far and you’ll encounter failure. Samsonite tried launching a line of clothing. Cracker Jack made cereal (actually, that sounds delicious, but probably too candylike for a breakfast cereal back then). Dr Pepper launched meat marinade. Zippo decided it was a good idea to sell a Zippo-branded perfume. It wasn’t.

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