A sweet spot reflects customers’ “thinking and doing” time, beliefs and values, activities and passions, possessions or places they treasure. Ideally, it would be a part of, if not central to, their self-identity and lifestyle and reflect a higher-order value proposition, much beyond the benefits provided by the offering.

To illustrate, Pampers went beyond diapers by creating the Pampers Village community that provides a “go to” place for all issues relating to babies and child care. Its five sections – pregnancy, newborn, baby, toddler, and preschooler – all have a menu of topics. Its online community allows moms and soon-to-be moms to connect with each other to share their common experiences, issues and thoughts about how to raise a healthy, happy child. 

The program demonstrates that Pampers understands mothers, and works to establish a relationship between the brand and the mother that will potentially continue throughout the mother’s Pampers buying life.

Connecting with a shared-interest area provides avenues to a relationship much richer than that of an offering-based relationship that, for most brands, is driven by a functional benefit and is relatively shallow and vulnerable. The positive feelings associated with the shared-interest area can lead to positive feelings about the brand. People attribute all sorts of good characteristics to brands that that they like and with whom they share values and interests. If Pampers is so intimately informed and involved in baby care, their products will be perceived to be both innovative and high quality.