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Brand Strategy

7 Keys To Ingredient Brand Success

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Ingredient Brand Strategy

An ingredient brand is a well-known brand with well-known qualities that is included as a component or feature of another brand or product to enhance perceptions and the marketability of that brand or product. The ingredient brand calls out unique features or performance and is often used to increase the acceptance of a product or brand that is using a new technology identified by the ingredient brand.

Following are some examples of ingredient brands:

  • Android
  • Bluetooth
  • Cinnabon
  • Dolby Digital
  • Plus a touch of Downy
  • Gore-Tex
  • HEMI (Dodge)
  • Hybrid Synergy Drive
  • Intel Inside
  • NutraSweet
  • OnStar
  • Splenda
  • Stainmaster
  • Contains Scotchgard Protector 3M
  • Shimano
  • (Dupont) Teflon

So, what leads to successful ingredient branding?

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Place Branding

Evaluating City Mottos, Taglines And Slogans

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Place Branding Strategy

For years, I have lamented the lack of marketing savvy used in developing city and town mottos, taglines and slogans. A very small portion of these are effective in highlighting their municipalities’ unique value propositions. Most sound good but say nothing. Some actually make you want to stay away. Others are just downright inane. Here are a sampling of municipality mottos, taglines and slogans – the good, the bad and the ugly.

Effective (they allude to a unique quality or benefit):

  • Las Vegas: “What Happens in Vegas, Stays in Vegas”
  • New York, N.Y.: “The City That Never Sleeps”
  • Hershey, Pa.: “The Sweetest Place on Earth”
  • Austin, Texas: “Keep Austin Weird”
  • Eagle Pass, Texas: “Where Yee-Hah! meets Ole!”
  • Cleveland, OH: “Cleveland Rocks!”
  • Santa Fe, NM: “The City Different”
  • Jim Thorpe, PA: “The Switzerland of America”
  • Coachella, CA: “City of eternal sunshine”
  • Nashville, TN: “The Music City”
  • Belleview, WA: “City in a Park”
  • Rockland, ME: “Lobster Capital of the World”

Believable?

  • Freeland, PA: “The most happening place on Earth”
  • Madisonville, KY: “The best town on Earth”
  • Glendive, MT: “Where the best begins”
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Political Brand Strategy

Political Repositioning Strategy

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Political Brand Strategy

To label something is to name it, to give it an identity. Usually, if a label sticks, it implies that the opposite of the label is not true for the person or entity that has been labeled. This is a way to create “us” versus “them” thinking. “You are this. I am that. We are different. You are to blame. I am not. I don’t like you.” While assigning labels is effective in repositioning opponents in a negative light, I find it operates from a lower level of consciousness. And it rarely leads to common understanding but rather divides and creates animosity. Having said that, politicians have been using labels for all of recorded history to reposition their opponents in a negative light. Following are some recent examples of this in the United States:

  • Liberals calling conservatives reactionaries, Neanderthals, obstructionists neocons and hawks.
  • Conservatives calling liberals doves, bleeding hearts, “flaming” liberals, “nanny-state” liberals, left-wing ideologues, libs, Kool-Aid drinkers, socialists, communists and Pinko commies.
  • Conservatives have also tried to characterize liberals as people who do not believe in the Constitution, a claim that is largely unsubstantiated.
  • Many politicians have used the term “flip flopper” against their opponents.
  • Several politicians have called their opponents “extremists.”
  • Conservatives use the “Obamacare” label to diminish the credibility of the Affordable Care Act.
  • Its opponents have transformed “Tea Party,” coined as a positive label by its advocates, into a negative label. “Liberal,” historically possessing very positive connotations, has also been transformed into a negative label by its opponents. That is why many liberals now choose to use the term “progressive” instead.
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Brand Management

Customer Segmentation Explored

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Cross Category Segmentation Strategy

Two universally scarce commodities are time and money. Some people have one or the other but not both, other people have neither, while a few fortunate people have both. Brands can command a price premium or a time premium or both. This leads into a universal cross-category segmentation scheme.

Regardless of the category, some shoppers are driven primarily by price or price discounts. These people tend to lack money or are fearful that they will. Some shoppers are driven primarily by convenience. “What brand is available near me now? Which brand will be the quickest to purchase?” These people are time deprived. Maybe they are single parents with one or more jobs or maybe they have very demanding professional jobs that spare them little time for anything else.

Others are category enthusiasts. That is, they are extremely active in the category and are always seeking out the latest product, service or brand. This makes them extremely knowledgeable but less brand-loyal.

Finally, there is a group that is brand loyal. These people are comfortable with the brand that they have been using over the years and feel no need to explore other options. Their satisfaction is high and their need to seek out new options is low.

So the generic segmentation schemes are “price conscious,” “convenience oriented,” “category enthusiasts,” and “brand loyal.” Usually, people are primarily motivated in one of these four ways. That is not to say that there can’t be price conscious brand loyal consumers or convenience oriented brand loyal consumers, but usually one of these is the dominant driver of their purchase choices.

Sponsored ByThe Brand Positioning Workshop, the Brand Storytelling Workshop Series and Brand Strategy and Customer Co-Creation Workshops

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

FREE Publications And Resources For Marketers

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Brand Value & Pricing

Why People Buy Products, Services And Brands

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Purchase Decision Strategy

Why do people purchase the products, services and brands that they do? At a minimum, marketers should think about this periodically. Ideally, marketers should always be thinking about this. So, why do people purchase specific things?

  • They solve problems. They make my life easier or safer or more pleasant.
  • They are whimsical. They make me smile or laugh. They make me feel playful. They entertain me.
  • They are beautiful. They are a source of awe or wonder. They calm me. They make me feel good about my life. I love to be surrounded by beauty.
  • They surprise me. I love their unexpected nature. They fulfill my need for mental stimulation and variety.
  • They make me feel important. They give me status. They feed my ego.
  • They are addictive. They fulfill a deep craving. They are pleasurable. They are satisfying.
  • They provide me with information or knowledge or access.
  • They give me more time. They increase my freedom. They reduce my workload. They release me from mundane tasks.
  • They reduce my anxiety. They increase my peace of mind. They give me one less thing to worry about.
  • They stimulate my senses. They look, smell, taste, sound or feel good.

Think about this. What are some other reasons people buy things? Why do you buy what you buy? What was the most recent product, service or brand that you purchased? Why did you purchase it? Why did you choose it over the competitive alternatives? What was your most memorable purchase? What made it memorable? What product, service or brand do you value the most? Why do you value it?

This sort of thinking should be second nature to marketers. After all, isn’t marketing the art and science of motivating people to buy specific products, services and brands?

Sponsored ByThe Brand Positioning Workshop, the Brand Storytelling Workshop Series and Brand Strategy and Customer Co-Creation Workshops

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

FREE Publications And Resources For Marketers

Read More