Categorically Speaking

Marketers love to speak in terms of categories related to their particular brand—premium, super-premium, ultra-premium, giga-premium, you get the picture. From the consumer’s viewpoint, however, brands get considered a bit differently.

Think about the various things you buy (where there is some choice involved). What you actually purchase is based on how it fits into one of the following categories:

  • Strict loyalty—”I’ll only buy computers from Dell” or “A Honda is the only thing I’ll drive”
  • Consideration set—while the consumer may not be strictly loyal, your brand is in a select group whose purchase or use depends on the mood
  • Convenience set—people buy it because it’s easy due to location, availability, ease of transaction, etc.
  • Price set—you are the best price on the shelf (this time)
  • Ignorance—the customer really doesn’t know any better

Chances are, you’re in more than one of these categories. And that is perfectly fine, as long as you use it to your advantage. And do use it to your advantage. Talk to your customers in those terms. Create your customer service to reinforce it.

Make it work for you.

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