When the two are not consistent
Posted: Mon Jan 06, 2025 4:16 am
If you ask consumers, you will find that consumers' perception of the brand often focuses on the differences rather than the benefits. That is - different is better than better. What features to choose What kind of difference does it occupy ? What kind of interests are being spread? Use USP to write drama Especially in the early stage of the category (early stage of the market), consumers have category awareness but brand awareness is relatively low. This stage is a typical case of communication winning over no communication, USP winning over brand image, and of course, the final outcome is that differentiation wins over no differentiation.
For example, Chubang is showing off here, appealing to the two most important points of soy sauce for consumers: " delicious taste " and " natural safety " . This USP advertising is effective. Chubang's growth rate korea whatsapp number data in recent years has also been faster than that of the soy sauce brand leader Haitian Soy Sauce, ranking second. The positioning is delicious taste, and the differentiated production process (natural sun-drying for 180 days) is the differentiation slogan of its positioning. This is similar to the " peeled tomatoes for ketchup " made by Trout and Reese in "Positioning" .
In addition, one of the ten types of differentiation mentioned by Trout in his speech in China is " production method " . "Two- Hour Brand Literacy" page 49 clearly states: " After brand positioning, USP can also become the most differentiated slogan for communication positioning. " In the advertising appeal of the same period, Haitian was still doing brand image advertising such as " The Taste of Happiness " . It is not difficult to understand that the premise of staged effectiveness is that the opponent is making mistakes.
For example, Chubang is showing off here, appealing to the two most important points of soy sauce for consumers: " delicious taste " and " natural safety " . This USP advertising is effective. Chubang's growth rate korea whatsapp number data in recent years has also been faster than that of the soy sauce brand leader Haitian Soy Sauce, ranking second. The positioning is delicious taste, and the differentiated production process (natural sun-drying for 180 days) is the differentiation slogan of its positioning. This is similar to the " peeled tomatoes for ketchup " made by Trout and Reese in "Positioning" .
In addition, one of the ten types of differentiation mentioned by Trout in his speech in China is " production method " . "Two- Hour Brand Literacy" page 49 clearly states: " After brand positioning, USP can also become the most differentiated slogan for communication positioning. " In the advertising appeal of the same period, Haitian was still doing brand image advertising such as " The Taste of Happiness " . It is not difficult to understand that the premise of staged effectiveness is that the opponent is making mistakes.