What do you sell?

Are you selling your business or your brand?

Posted on December 15, 2006 | Permalink

By Lane Casteix

One of my favorite web sites is Stealing Share. They have wonderfully insightful commentaries that offer valuable information. In this linked article they ask a very important question: In your advertising, are you selling your business or your brand? Most ads get focused on the USP (unique selling point) and try to differentiate their brands objectively from their competition. While this can work, consumers often buy products for far more subjective reasons. As the article points out, if your are selling soap powders your product needs to do all the things soap powders do – just like your competition. But what is important is how your customers remember you. Click on the link. I think you will find the article interesting. Remember these principles when you are planning your next campaign.