Really powerful brands own a single “word” in consumers’ minds 🥇
What that “word” should be requires a lot of deliberation, because it can both unlock new opportunities for the brand and at the same time make few opportunities inaccessible.
This “word” becomes a guiding principle for what the brand can and can’t do 😅
A shining example of a brand that got it right in Indian context is The Whole Truth Foods.
Suharsh Dikshit and I have spoken to hundreds of consumers across the country for our research on Indian F&B space and one word that The Whole Truth owns unambiguously in consumers’ minds is “clean”.
So, when the brand entered “Protein” supplements space~ a category that’s riddled with doubts, myths and additives, it had a clear license to win with its “clean” credentials.
Once adopted, protein is a ‘high value x habitual purchase’ for consumers and The Whole Truth cracked this equation.
Discerning consumers across age groups and markets ~ who are choosing protein supplements for the first time are choosing The Whole Truth to start their journey.
The success came later but the clarity on which “word” to own was there from day 1.
That’s mighty impressive 🔥🫡
PS : this is a personal opinion.
