How brands can create distinction in their messaging — Kevin Smith // SmashBrand
- Part 1Rebranding for better market penetration — Kevin Smith // SmashBrand
- Part 2 How brands can create distinction in their messaging — Kevin Smith // SmashBrand
Show Notes
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01:59Creating distinction in brand messagingRather than converging with competitors, create a unique category within your category through distinct language. Experiment with different language in conveying key benefits, claims, or reasons to believe, and rigorously test to discover what resonates best with your audience.
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06:40Creating distinctive messaging through brand positioningCreating distinctive messaging involves focusing on core brand positioning rather than obsessing over competitors. By summing a brand's unique value proposition concisely and reinforcing it consistently in messaging, brands can achieve higher trial rates.
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09:17The importance of distinctiveness in product packagingIn a sea of similar products, distinctiveness is crucial for success. The physical presence of the product is a powerful selling point, as exemplified by Chobani's unique form factor and simple, standout packaging that set it apart in a crowded market.
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10:53Distinctiveness in marketingThe Ehrenberg-Bass Institute conducted a study on the elements that contribute most to distinctiveness and found nine things. Of the nine, they found that having a character and pack form are two of the highest forms of distinctiveness a brand can have.
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13:59Celebrity backed brands and packaging impactCelebrity endorsements can be powerful for CPG brands, but not in package design. They can serve as a potent emotional driver across various touchpoints. In the challenging landscape of DTC goods, celebrity-backed brands often show profitability.
Quotes
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"Early-stage companies miss a massive opportunity to become a category pirate when they've got an idea for a new product, and create a category within a category with their messaging" - Kevin Smith
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"Good, distinctive messaging on the agency side, specifically in the context of packaging, all comes down to brand positioning." - Kevin Smith
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"Brands that sum up who they are and how theyre different on the front of the pack, without trying to say everything that there is, have the highest trial rates." - Kevin Smith
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"Character and pack form are two of the highest forms of distinctiveness you can have as a brand." - Kevin Smith
- Part 1Rebranding for better market penetration — Kevin Smith // SmashBrand
- Part 2 How brands can create distinction in their messaging — Kevin Smith // SmashBrand
Up Next:
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Part 1Rebranding for better market penetration — Kevin Smith // SmashBrand
Kevin Smith, Founder and Managing Member at SmashBrand, delves into strategic rebranding for improved market penetration. Many smaller brands make the mistake of hastily hiring a design firm and creating visually appealing packaging without data-driven optimization. The lack of a compelling value proposition and unique claims typically fails to stand out in their category and eventually, product discontinuation. Today, Kevin discusses rebranding for better market penetration.
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Part 2How brands can create distinction in their messaging — Kevin Smith // SmashBrand
Kevin Smith, Founder and Managing Member at SmashBrand, delves into strategic rebranding for improved market penetration. It's a common mistake for early-stage companies entering a new product category to develop messaging that closely resembles that of their competitors. This lack of distinctiveness is the difference between brands that blend into the sea of sameness and brands that create their own category through messaging. Today, Kevin discusses how brands can create distinction in their messaging.
