Tag Archives: value proposition

White Girl Salsa: Differentiated Brand=Potential Success

What the world doesn’t need is another salsa brand.  If you’ve browsed your local market lately, you’ll see plenty of offerings from small-batch salsa companies to large corporate manufacturers.  A friend of mine told me that recently in a business launch session, a retail buyer told her “whatever you do, don’t bring me another salsa!” But there […]

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No one wants a better mousetrap

Back in the day, product innovation was driven by the mantra:  “Build a better mousetrap, and the world will beat a path to your door.” The days of improving on the category leader are over.  Your customer doesn’t really want a better mousetrap, she wants rodent control. Recently, at Natural Products Expo West, the trade […]

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Sage Marketing Quote

No matter how skillful you are, you can’t invent a product advantage that doesn’t exist. And if you do, and it’s just a gimmick, it’s going to fall apart anyway. — William Bernbach  Advertising legend, co-founder Doyle, Dane & Bernbach  

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