Is 'Good for You' Good for Your Brand?
- For some consumers, the low-carb benefit simply may be emotionally irrelevant.
- Avoid the “me-too” syndrome
Contact Dustin at 212.755.2903 or email@example.com
- 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.