The Critical 'I'

Read. React. Repeat.

Wednesday, March 26, 2003

THE BRAND AS A MOVING TARGET
Can a product or service mean many things to many people? It's a neat trick, if you can pull it off. Inc. Magazine makes an argument for the rise of sub-sub-submarkets, and offers up soy milk as an unlikely case study in success.

It's clever how the market for soy milk is such a hodgepodge of people with different motivations for buying the stuff: lactose intolerant, health nuts, environmentalists, etc. This for a product that was in the smallest of niches only 10 years ago.

Can this work with anything? I guess, but there are limitations. That is the purpose of branding and marketing, though: Selling the sizzle instead of the steak. As long as the wrapping is right, people tend to buy, or really buy into, near about anything.