How not to be distinctive. I'm a category buyer -- but I don't have any strong mental availability of western hot sauces other than Tabasco. Cartoon courtesy of The New Yorker. cc. Jenni Romaniuk https://lnkd.in/gukJfHne #marketingscience #distinctiveassets #ehrenbergbass #branding
Keep em comin'
Cholula has the wooden stopper for the table... Valentina has the big bottle for cooking. That's how I buy my favourite brands. I am also a fan of Sauce Shop for the 70s labelling tape. Distinctiveness matters more than differentiation.
I just go to Lupe Pintos in Edinburgh, look at all the pretty bottles, then ask what they recommend. Job done.
Under-researched by the New Yorker, there are loads! And new entrants all the time
One of the reasons why I love the current US ad campaign by Frank's Red Hot: endline "I put that $h** on everything" - an awesome distinctive brand asset. Arry Tanusondjaja Jenni Romaniuk
Well, this just discouraged me from releasing my limited run of Brad's Scary Butt sauce.
This is so true!
GRC | SaaS | Sales Leader | Driving Revenue and Team Excellence
2moThis is where the Sriracha sauce by David Tran wins the battle. Zero marketing, No Sales teams, only distribution lead !