Sell the brand, not the product.

By Thursday, May 14, 2015 0 , , , , Permalink 0

Today I came across a short video produced by Huggies in Brazil which is sure to bring a tear to your eye.

It features Tatiana, a soon-to-be mother who has been bling since the age of 17, discussing what her baby might look like in the ultrasound that she cannot see. In a truly brilliant use of new technology, they have been able to 3D print for her the image of the ultrasound that she can touch – so she can ‘meet’ her son for the first time.

Emotional stuff.

Huggies definitely understands that the best way to sell their products is to ‘sell’ their brand – that is, rather than focussing on selling disposable nappies (what they do), focus on selling WHY they do it – because the brand is “concerned about every moment between a mother and a son”.

Communicating with purpose is the best way to differentiate in a world where it’s increasingly difficult to do so with rational benefits & product features. Most markets are very crowded, with similar products offering similar benefits.

Those brands that invest in marketing and activations that share with us their values and beliefs will stand out the most, be loved the most, and ultimately profit the most. They won’t need to compete on price, because they will have won the battle for hearts and minds.

Does your brand really know its purpose?

Do your potential customers have something they can reach out for and care about?

If the answer is no, then doing business is only going to get more difficult – no matter if you’re selling nappies or financial advice.

Unlock the power in your purpose, like Huggies has with this great story, and you will give your customers more reason to do business with you, or choose your products over another. It’s as simple as that.


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