Elevate your offering by defining what the customer is buying. Ideally, it will become a “must have,” which means that if a brand is deficient on that characteristic it will be less relevant and unlikely to be considered. It may even become completely irrelevant. Consider:
  • Whole Foods Markets makes “organic food” a primary choice factor for food.
  • Dove created a case for moisturizing as a must-have shampoo characteristic
  • Patagonia arguing that clothing brands should have sustainable programs and values
  • ASUS creating a subcategory that make motherboards for the big name computer brands.