ADD A DOSE OF BRAND HOT SAUCE
I saw an article recently about ingredient branding. It is very useful to have this hot sauce on your brand shelf.
There are many instances when you can add a feature to your product or service that is not of your making and increase both the perceived and real value of your offering, like Tabasco in a Bloody Mary.
Think Gore-Tex, Intel Inside and Bluetooth. These are all features that are products in their own right, but act as an added feature of many other “receiver” brands.
The ingredient brands can appear in many other products-products with Gore-Tex are at virtually all serious outdoor stores- or on their own. It can be a win-win for building equity of both brands.
The ingredient brand can invest in it’s own marketing and product development. With a strong equity of it’s own uniqueness, the ingredient brand can become a part of other receiver brands and not overshadow it. Likewise, the receiver brand builds it’s own equity, but has the transfer of the equity of the added feature.
North Face with Gore-Tex is a great example. North Face is known as a mountaineering level brand that the ordinary person (with money) can wear and look tough (and stylish). Gore-Tex adds their unique waterproof and breathable properties to this Super Man and Super Woman line and the result is active wear on steroids.
Merrell fits neatly into the concept of tough outdoor foot ware that adds Gore-Tex so that you can walk/hike/climb/sashay anywhere and not be too worried about getting your little toesies damp. You can also wear Merrill’s to the symphony. In Denver. In your North Face parka. With Gore-Tex. You’ll fit right in and besides can climb a mountain soon after the last bar of Mozart.
An ingredient branding strategy can give your brand accelerated market place acceptance by adding a special technology feature that you wouldn’t dream of replicating.