From USP to KBB

OMO, Blue Washing Powder adds brightness to Whiteness!
Originally uploaded by Lady Wulfrun (Taking a break)

I'm revisiting something that I worked on years ago that looks at the move from concentrating on what makes a product superior to looking at what makes a brand feel compatible.

Products have been improving since the 1950s. Washing White, shining brighter. But there comes a point at which the improvement needs to be radical and revolutionary rather than incremental in order to have any impact.

As a result of this brands are looking not at improving their product but at improving their bonding. Brands aren't about what the product physically does anymore - they're about the products as evidence of a higher belief.

So where as OMO used to 'add brightness to whiteness' is now believes that 'Dirt is good' and that it's an aid to child development. Same product, different angle. And it's working for them.

Nothing revolutionary here - but the thought that it's the brands that start from a belief and make products to help them achieve goals (social goals) that will rule the world is one that's still new enough to some companies to bear repeating. So I'm gonna repeat it.