The Importance of Winning at Product Level
Brands are an essential vehicle for getting consumers to love your product and buy into your values, but they become even more valuable if the product is truly best in class too. In the food industry a great test is to say, “if my product was tasted alongside everyone else’s without packaging or branding, would mine still come out as the best one to buy?” If so you are in a strong position, because you can still overlay a great packaging format, a great brand with strong values and recognisable packaging, a competitive price, all to add even more competitive value and differentiation.
To find out just how good your product is, it is perhaps worth considering how the brain senses may evaluate your product. So as an example using food, get your product out on the table alongside all your competitors and ask:-
Does my product look truly more appetizing than anyone else’s?
Does the smell of my product get my taste buds more excited than the smell of any other product?
Do I win on great taste?
Is the texture and feel of my product better than the competition?
If you can answer yes to all of these you have a winning product with the potential to be underpinned with great branding and great marketing!
Looks good, smells good. feels good, tastes good…… probably is pretty good!!