Try a Combination

OK, automakers, try this idea on for size. If you make those large, gas-guzzling SUVs (yeah, I have one, too), offer a small commuter car that gets exceptional gas mileage as an add-on. Not everyone will take advantage of it or appreciate the social consciousness of the move, but for those of us that do, we’ll contribute to increased sales and the environment.

I drive my SUV daily. But I don’t need it for everyday driving. I need it for when I’m carrying the entire family and our pets. Or for some extra riders than usual. Otherwise, there is a lot of excess space in there. Which means, that’s a lot of wasted gas.

Now this example is about automobiles, but it could go for several other products as well. Consider the things you use on a regular basis that are more than you need for normal use. Yes, you need them for those times that call for that extra something. But if that represents less than, say, 30% of the time, maybe the multiple investment is worth it.

Here’s where a brand manager can really shine. Because she can put the right combination of products together, with the right price, to give you exactly what you need. Even if you don’t realize it yet.

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