By Peter Getman
Principal Brand Director

Shortcuts for consumer decision making. What product should I buy to solve my problem?

Short cuts such as:

Buy the Best or Smell the Rest®

Tastes Great, Less Filling®

Melts in your Mouth, Not in Your Hands®

Where’s the beef?®

The Quicker Picker Upper®

A shortcut is a faster way to navigate through all the cluttered markets, providing a map to your consumer so they can quickly find the right decision path.

These brands are:

• Laser focused on marketing ONE unique value proposition [UVP]
  And the UVP is at the epicenter of their big idea marketing whereby all other messaging in their brand pillars are secondary to this UVP. As a result, they either own or are well on their way to owning the mindshare surrounding this concept of value.
• Supported strategically with executive support to invest aggressively into educating the consumer about the problem that the brand’s unique value proposition solves.
  Remember Sperry Rand invented the computer, not IBM. If you invent a market category, you must invest in the consumer education so you own it. Otherwise the IBM of your market will steal it.

  It takes seven exposures within 30 days for a new brand’s concept of value to be understood by your consumer in today’s cluttered market. Narrow your market focus, create relevant brand awareness, prove success, then expand … it is the only way to insure your brand doesn’t become Sperry Rand.

What’s your big idea? Let’s connect on Facebook and Twitter!