- For some consumers, the low-carb benefit simply may be emotionally irrelevant.
- Avoid the “me-too” syndrome
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- Understand that product claims such as “low-carb” and “zero trans fat” are only claims rather than brand drivers. Claims are easily imitated while strong brand identities provide sustainable points of differentiation.
- Healthful claims and positioning are not equally relevant for all brands. We eat foods we crave, foods that taste good and make us feel good both physically and emotionally.