When positioning a brand, or even repositioning one, it is always important to consider where a products stands in relation to its competition. Many brand strategy models specify criteria to make that determination. A simple one that allows you to make progress with qualifying prospects, engaging customers, and clarifying messages involves answering the following questions:

• does your product cater to a need or to a lifestyle?
• is the purchase of your product…
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Starbucks, Corp. recently acquired Evolution Fresh, Inc., a West Coast juice brand, with hopes of launching a separate retail and in-store concept around juice. According to an article in the Wall Street Journal, the Seattle-based coffee giant plans “do do with juice what it has done with coffee, by turning a commodity-like product into an experience.”

For companies with plans to add new product lines or services, this idea of branding an item into an experience should be of great importance. Continue Reading