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Common Brand Problems

Overcoming Common Brand Problems – 20

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Overcoming Common Brand Problems

We are at the half-way point in our countdown of the 40 Most Common Brand Problems

Common Brand Problem Number 20: Trying to be the best at something, especially core category benefits, rather than owning a differentiating quality

Analysis: Being the best is not a point of difference if being good is “good enough” for consumers.

Key Point: In industries that have focused on customer satisfaction (such as the automobile industry), standards have risen to the point that all options satisfactorily meet customer needs. In those industries, brands must find new points of difference if they are to maintain consumer loyalty.

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