behavior, benefits, branding & marketing, differentiator, essence, senses, story

brand or commodity – it’s about strategy and identity

Brands compete on intangible attributes.
Commodities compete on price or convenience.

A Coke could just be yet another bottled drink. Or it can become an indispensable element of those times when friends come together, and share those so precious and unforgettable moments.

How do you want to be perceived? As a brand or a commodity?

For sure, one requires more effort and planning than the other. One requires to think through more carefully every decision. Meaning that one is way more complicated to pull off. But that same one also creates a much deeper and more meaningful relationship with people. And if you do care about that: it’s very much worth it.

Leave a comment

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s