The Savior of Brand Commoditization Part 2

Earlier this week I posted about the epidemic of brand commoditization. That is, when a brand it is no longer perceived to be differentiated from competing brands. But don’t panic, the sky is not falling! There is still a way to get consumers to gravitate toward your brand and pay a premium, even if your offerings differentiate little from competitors.

The fact is, most leading brands are commodities who offer little product differentiation from competitors. Despite the fact that their products are easily substituted, these brands have thrived.

These brands have to compete in a crowded and noisy space, yet consumers naturally gravitate toward them. Why? These brands give off an aroma that makes them irrationally alluring and compelling. These brands are irresistible.

So how do you make your brand irresistible? They say when looking for your future partner, “To find the perfect one, you must first become the perfect one”. The same can be said when looking for loyal customers. Irresistible brands do not chase consumers, rather they work on themselves so that they can have a magnetism that naturally attracts consumers.

Stay tuned for some simple steps you can take to create this magnetism.