1. Change your point of view.
As a strategic marketer, view commodity as an opportunity to drive shifts in value perceptions. Create an identity and promise that is uniquely yours, and compelling enough to drive sales, repeat purchases and ultimately, brand affinity. In this way, you can begin to define value from the eyes of the end user or consumer and what’s most important or meaningful to them.
2. Redefine the value of your product’s function.
Change how people value what your product does and why it is critical. For example, our client, Genesis, is a global manufacturer of cable used for wiring electrical and safety networks in commercial and home environments. Once seen as a commodity purchase, we’ve shifted the focus on why the right cable is essential. It’s critical for security and life safety systems in hospitals and schools, global intelligent building systems and more. Our strategies have focused on why cable is critical, even in a wireless world.
3. Make your product differentiators mean more.
Give your audience a reason to take notice, see relevance in your claim and take action. Companies continually make claims that their product is the best or the highest quality. Now, evolve that claim by communicating how ‘high quality’ directly benefits your audience. For Genesis, quality equates to building reputational trust, increasing dealer profitability, delivering a hassle-free experience and creating confidence that the product works – every time, for every application. Now customers can easily see why Genesis Cable is the better choice.
