The Tomato Sauce Dillema
Who has not gone through the situation of going to the supermarket to buy, for example, tomato sauce – and leaving there more confused than when they entered?
Multiple Options
You’ve decided to make a nice pasta and when choosing the sauce at the supermarket you are faced with a multitude of possibilities: sauce with onion, with olive, with basil, with cream, without cream, with meat, without meat, with tomato in pieces, shaken, sautéed, in extract… big size, small and so on… undecided, in the end you end up making one of these 4 brand choices when buying:
1. Buy the best-known one
2. Buy the cheapest one
3. Call your mother
4. Buy the one you like best
Solving the Dillema
The dream of every tomato sauce is to be option #4 in people’s lives, but to reach this level you need detailed Branding work to identify how you want to position yourself within the power of choice of your audience and have a strategy to communicate this effectively.
And this choice is also not easy for the consumer, who is confused by so many options and often leaves the supermarket with the feeling of not having made the right choice; and this works for every type of product or service.
That is why – today and always – it is essential to structure your brand using a genuine differential, an authentic positioning and a value proposition that makes YOUR audience see your brand among so many others.
