Every brand wants to be indispensable, something customers can’t live without. This requires a deep connection with shoppers that begins with having an intimate awareness and knowledge of their needs and wants. Brand positioning equals shopper perception.

We spend a lot of time on this podcast talking about the importance of branding, how your brand is a representation of you, how it is an extension of your company, and how it personifies everything that’s important to you, your mission, your work ethic, everything about your brand. Today’s story is taking that to the next level and beyond. In today’s story, we’re going to talk about what every brand wants to be, indispensable. 

So what does indispensable mean? Think about it for a minute. What are some things that are indispensable to you beyond oxygen? Think of it that way? What are the things that you can’t live without those iconic brands that you gravitate to. Those iconic brands that transcend other things in your life? For example, could you imagine giving up your iPhone? Or how about not being able to use Google to be able to do any research with? Or could you give up social media altogether? What if Facebook and Twitter were no longer?

I know that there are a lot of other platforms, but these are just some of the most prominent platforms that we look for that we use today. The reason we look to them is because there’s a no-lie trust factor. I’ve shared several times that I used to work for Kimberly-Clark. Well, people used to call the facial tissue category, the Kleenex category. The point being here is that that brand personified everything within the category. So this is what we’re focused on today, how to turn your brand into an indispensable brand, how to become a household name, how to turn your brand into something that people just can’t live without.

Imagine having a brand that has that a powerful community behind it, and then being able to leverage that community to help drive sales at retail, whether it be online or in traditional retail. That’s what today’s story is about. You’re definitely going to want to pay attention to this episode. And as an added incentive, at the end of the podcast, my guest today is going to tell you how you can access his book. That’s right, how you can download it yourself. I need to tell you that I’ve been reading through this book, and while I haven’t finished it yet, it covers all the key things that every brand needs to know when developing an indispensable brand, and also focuses a lot on the antithesis of this.

In other words, how do you avoid the monotony that other brands fall into, the same old, same old? How do you go from being just another package on a retail shelf to being something that consumers want?

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