Your brand must be available where consumers shop. It’s much easier for consumers to insist upon your brand if it is widely available, and slight brand preference goes a long way toward creating brand insistence when the brand is widely available. The importance of convenience cannot be underestimated in today’s world. (Brands whose market place positionings have “exclusivity” as a key component are an exception to this. In those cases, scarcity, and limited distribution can stimulate demand.)
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
