Aung Thura’s Post

HOW DO YOU HANDLE THE BRAND-CATEGORY PARADOX? How do you stand out while fitting in? On the one hand, all brands need to deliver the category basics — the “category drivers” or “core category benefits.” And as categories mature, brands copy each other’s best features and talk about the same benefits. They even start to copy each others’ personality & advertising & tactics. Eventually all power drills have magnets to hold screws, belt hooks, and variable-speed triggers. Eventually all all-purpose cleaners are in an ergonomic spray bottle, cut grease, and — since Covid — kill 99.97% of germs. (All in a nice lemon scent.) On the other hand, all brands then have to find ways to stand out too. At the very least, they need a logo & colors that are obviously different. (Unless you’re Aldi or other copycat store brands selling “Formula 404.”) And then they try whatever they can to eke out some sort of difference or advantage. This is the Brand-Category Paradox: how to deliver category basics but in distinct, branded ways. Fortunately there are lots of Levers you can pull to help handle it. 🩳 🩳 🩳 Don't miss a post. Subscribe to the Irregular News at AppliedBrandScience com/signup Reach out for more in-depth brand science training or talks. We're currently taking select projects for the fall & winter. #brandscience #marketing #brandlevers

HOW DO YOU HANDLE THE BRAND-CATEGORY PARADOX? How do you stand out while fitting in? On the one hand, all brands need to deliver the category basics — the “category drivers” or “core category benefits.” And as categories mature, brands copy each other’s best features and talk about the same benefits. They even start to copy each others’ personality & advertising & tactics. Eventually all power drills have magnets to hold screws, belt hooks, and variable-speed triggers. Eventually all all-purpose cleaners are in an ergonomic spray bottle, cut grease, and — since Covid — kill 99.97% of germs. (All in a nice lemon scent.) On the other hand, all brands then have to find ways to stand out too. At the very least, they need a logo & colors that are obviously different. (Unless you’re Aldi or other copycat store brands selling “Formula 404.”) And then they try whatever they can to eke out some sort of difference or advantage. This is the Brand-Category Paradox: how to deliver category basics but in distinct, branded ways. Fortunately there are lots of Levers you can pull to help handle it. 🩳 🩳 🩳 Don't miss a post. Subscribe to the Irregular News at AppliedBrandScience com/signup Reach out for more in-depth brand science training or talks. We're currently taking select projects for the fall & winter. #brandscience #marketing #brandlevers

This is an interesting idea for higher ed. In some ways offerings must be standardized, as required by accreditation and other rules. In marketing they should strive to stand out so that students and families can differentiate and compare their value. In pricing, there's a strong desire to fit in. How often have I heard the argument that pricing too low compared to your peers is harmful because of perception of a lower value? Being too alike is dangerous. Being too different is dangerous. Walk the razor thin line to thrive.

THERE IS NO MARKETING PARADOX. THE CATEGORY IS A GIVEN. THE BRAND IS A CHOICE. There is no Marketing paradox, because Consumers define the Category or segment with generally expected generic benefits. Marketers, however, must define and differentiate their Brand with unexpected and hopefully unique specific end-benefits. In any case, it’s always about Brand POSITIONING and IDENTITY. Fast-food, fast-casual, or QSR may be the Category, but when Arby’s uniquely says “We’ve Got The Meats”, that’s a specific Brand Positioning and Identity. Same thing when premium-priced Boar’s Head says “Compromise Elsewhere”, which I especially like because it positions Boar’s Head against and challenges the ENTIRE deli foods category, as well as the other competitive Brands within it. 😎

"Anyone seen a water bottle?" Sounds familiar, doesn't it? In the chaos of daily life, it's the little things that often go missing. At Mazing Merch, we've noticed something – water bottles have a habit of disappearing, especially when life gets busy. But here's the twist: what if those missing bottles were more than just containers for your hydration? Branded water bottles can become unforgettable parts of your daily routine, turning a simple item into a powerful branding tool. It's not just about quenching thirst; it's about making a statement. Let's make your brand the one that sticks around, even when things get hectic. Curious about turning everyday items into branding superstars? Reach out to us and let's create something that won't just disappear! #PromotionalProducts #BrandedMerchandise #InnovativeMerch #QualityPromoItems #CustomBranding #MarketingSolutions #CorporateGifts #EventMerchandise #BrandBoost #CreativePromotions

Is Your Brand Just a Generic Ketchup Bottle? Stand Out on the Shelf! We all know the struggle. Standing in the condiment aisle, faced with a sea of red, trying to decipher which ketchup is which. They all look...well, pretty similar, right? That's the power (or lack thereof) of uninspired branding. Just like packaging design can make or break a product on the shelf, branding is what makes your business stand out in a crowded marketplace. Here's the ketchup on branding (pun intended!): 89% of consumers say brand loyalty is a factor in their purchasing decisions. Strong branding can increase sales by up to 33%. Take a look at Coca-Cola. Their iconic red can and instantly recognizable logo are a testament to the power of consistent, impactful branding. So, is your brand just another generic ketchup bottle? Invest in strong branding, and watch your business rise above the rest! Ready to unlock the power of branding for your business? Share your brand's biggest challenge in the comments, and we'll help you develop a strategy that makes you the star of the shelf (or online marketplace)! #branding #marketingtips #growyourbusiness #standout #cocacola

Never leave a strong brand unattended in your car. It will encourage crime. This week, my friend and associate, Richard Stone, had his car broken into. They went through everything but only nicked two items: 2 tins of house paint. But not just any house paint. Two full tins of very expensive Farrow & Ball paint. Who would have thought it - posh paint which has real swag value. I’m sure it will get readily snapped up down the local wine bar. I use Farrow & Ball as a brief case study in my ‘Brands Distilled’ gallery. Why? Because they deliver ‘strong brand status’ against all my criteria (see Brand Compass - A guide to Building Strong Brands). And against the ultimate indicator (Enterprise Value), the numbers speak for themselves. First sold in 2014 for £275m it was then sold again in 2021 for £500m. PS: I have never used F&B paint but I know there used to be dark mutterings about its ease of use. I refer to this in the Brands Distilled Gallery. I’ve updated my research and will update my copy as I believe they have addressed this issue. In fact, what I read reflects very well on the brand - they listened and made some changes but would not compromise on the vital brand connection point - finish and colour. I’d love to do a deeper study on this brand - so if anyone is listening at F&B, do get in touch!  #brandstrategy #brandstrategymatters @ClareDunbar @farrowandball

Why Some Promo Products Work Better For Your Audience You’ve gone through the work of sourcing promotional products for your employees and your customers — but when they receive your thoughtful gifts, the reception is lukewarm at best. What’s going on? No matter how neat your branded merchandise is, you’ll want to account for your audience’s needs and expectations. Although light-up sneakers are objectively cool, will a boardroom of serious financial executives appreciate that kind of gift? Probably not. Maybe your promo products aren’t to blame; it’s the product-audience fit that needs fine-tuning. Let’s examine why some products perform better than others, both for clients and internal employee promotional product campaigns. Visit us here to learn more:⁣⁣⁣⁣⁣ 🌐https://lnkd.in/g6PbVbkb ⁣⁣ #rocketsciencebranding #blogpost #brandpromotion #brandedmerchandise #customdesign #brandpersonality #marketinggoals #intentionalmerch #brandingagency #brandingstrategy #brandingdesign #smallbusiness

Beyond the Sudsy Bucket - Why Tide Makes a Splash Imagine two laundry detergents: both white powder, both promising clean clothes. Yet, you might instinctively grab the orange bucket with the bold "Tide" logo. Why? Because Tide has built a brand that goes way beyond cleaning. Tide's commercials aren't just about spotless whites; they showcase family memories being made, messy adventures enjoyed, and stains being conquered with a smile. They've positioned themselves as the detergent that tackles life's little messes, allowing you to focus on creating memories. The actual cleaning power might be similar to other brands, but Tide has woven a story into their product. They've convinced us that Tide isn't just cleaning clothes, it's cleaning away worries and keeping life's moments bright. So, next time you toss in a load, remember - you're not just buying detergent, you're buying a sense of security and a promise of a fresh start. #branding #marketing #Advertising #tide #sales #saas #product #DigitalMarketing #ContentMarketing #SEO #MarketResearch #CustomerEngagement #MarketingStrategy #BrandIdentity

Why not start the week off with some scentsy facts! Here are 5 reasons why scented environments are a SCENT-sational marketing/business move: Scented environments… 1. Reduce typos made by office workers 2. Improve the perception of product quality 3. Increase purchase intent 4. Increase average unit sales and duration of a retail visit or stay among consumers 5. Boost the willingness of consumers to pay more for a product Check out this article by Harvard Business Review for more info and remember to reach out to our Aire-Master scent experts to begin your scent branding journey. #scentmarketing #airemasterphilly #airemaster https://lnkd.in/efzwbeNa