The final outcome is that differentiation
Posted: Sun Jan 05, 2025 10:07 am
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 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 japan whatsapp number data 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. After that, Haitian also began to follow Chubang in publicity, but did not find an effective advertising appeal point.
In the final analysis, it was still insufficient understanding of category characteristics, differentiation, and consumer cognition. Brand No. 1 : How to use USP and write advertising slogans In any case , ultimately you have to occupy a characteristic, and this characteristic is your point of differentiation. The interest point is the sense of value given to customers by occupying the characteristic and creating differences (this sentence is a bit confusing, it is recommended to read it 2 or 3 times).
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 japan whatsapp number data 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. After that, Haitian also began to follow Chubang in publicity, but did not find an effective advertising appeal point.
In the final analysis, it was still insufficient understanding of category characteristics, differentiation, and consumer cognition. Brand No. 1 : How to use USP and write advertising slogans In any case , ultimately you have to occupy a characteristic, and this characteristic is your point of differentiation. The interest point is the sense of value given to customers by occupying the characteristic and creating differences (this sentence is a bit confusing, it is recommended to read it 2 or 3 times).