Information Vs Mystique.

Many brands over time have been built by using “mystique” as an ingredient, generally in the form of information withheld, scarcity, price, and the stories that surround the product.

In this connected world, we are bombarded with information, almost everything we could think of to ask is there, a few clicks away, and so it has  become counter-intuitive to build a brand based on a lack of information.

Could we build Coca Cola from scratch today, its “secret” recipe held in a bank vault? Would that story hold, or would an employee be on a blog giving us the recipe, and dismembering the bank vault story.

There is a marketing trade-off to be made, mystique against a real, quantifiable product benefit, but how do you demonstrate a benefit that is essentially qualitative. Pepsi tried it with its “Taste Test” marketing, and came unstuck.

In the end it comes back to making the brand stand for something specific, and hard to copy, so it says something about those who choose to use it.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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