BE A CATEGORY,
OR BE NOTHING.
Today we debunk a widespread myth.
People don’t give a damn
It’s always me, Daniel Salvi,
Maestro of Branding.
Now I’ll explain you why.
Imagine to be in a bar
and you have a sudden desire for an energy drink:
unless you have particular preferences
as an expert in this marketplace,
You’ll tell the bartender: “I’ll take a Red Bull!”
Now imagine instead of having to choose
a car for your family
and let’s pretend you want it to be safe:
Which car site would you visit first?
(I know, you’d look for some online top10 rankings:
but the result will be the same, I checked).
The answer is “Volvo”, anyway, right?
Whether you said RedBull or Volvo,
in reality, you realized that your final choice
was not linked to a profound knowledge
but to an immediate response of your mind,
Becoming “a category” is
investing to make one quality
the differentiating element of a brand,
In order to respond to ONE specific need.
The brain, in fact, to save energy,
looks for simple and quick answers
and is based predominantly
on preconceptions and prejudices become convictions.
So to every need,
The brain goes straight to the link that it always had:
It goes to the category,
It doesn’t really matter what the brand is.
And that single category
Makes you automatically
Impossible to forget.
Maybe you’ll object, telling me that way you’ll take
only one category of customers:
That’s true, but the numerous past attempts
of the most famous brands
to extend to other qualities
This teaches us one thing:
After all, who tries to please everyone,
Isn’t liked by anyone.
Being a certainty, a category,
means that you’re putting yourself on a throne
from which, no matter what happens,
you will never be overthrown.
In two words: no opponents.
So my advice for today is:
Choose a category and invest
to BE that category.
Do you want to know which category to choose
and how to cover it as quickly as possible?
You can book a strategic consulting with me!