Brand Strategies For Relevant Differentiation
July 22, 20204 min
If properly designed, brands will promise relevant differentiated benefits to their target customers. Carefully choosing the most powerful benefits will not only result in brand preference, but brand insistence. That is, the brand will be perceived to be the only viable solution for the customer’s need. Put another way, the customer will not pursue substitutes if the brand is not available. The brand establishes a consideration set of one.
