When my daughter was five years old, there was a farm stand we’d drive by that had a huge sign proclaiming, “Sweet & Juicy Peaches.”
I never pulled over to the side of the road to buy them. I was always on my way somewhere. I was too busy, you know.
But one day, we were in a Publix grocery store, and peaches caught my eye. I asked if she wanted some.
She looked at me like I was crazy.
“No, Dad. Those aren’t the sweet and juicy peaches. I want the sweet and juicy peaches!”
How Are You Positioning Your Brand in the Customer’s Mind?
The farm stand had done an excellent job positioning its peaches to my daughter. Its effective branding created a unique value proposition for what is essentially a highly commoditized product. And it did a better job at making that connection than…
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