We’re finally going to have The Talk.
I’ve been dancing around the subject, but it’s time I talk about it head-on. Are you ready? Sit down.
I know you want to be all ra-ra-kumbayah, and think competition is not a thing.... but competition it is 100% a real... and it's a GOOD THING.
Don’t fear your competitors.
Many leaders think having competitors means that their market is oversaturated (another one of my ABSOLUTE FAVORITE PHRASES), and that there is no room for their brand.
Listen, we don’t live under a controlling regime where there’s only one, utilitarian, option for each item.
Want to buy a roll of toilet paper? There are dozens of brands to choose from.
So what sets them apart?
Well, Charmin is all about cute bears and keeping your (insert euphemism for butt) feeling peachy. They typically appeal to families, although I must admit I’m a life-long Charmin loyalist.
Seventh Generation provides ~eco-friendly~ household staples, making it an easy grocery-store pick up for anyone who cares about that (which should be everyone, really).
And then you’ve got Who Gives a Crap. Their whole brand image revolves around positioning themselves in relation to their competitors. The name says it all – Who Gives a Crap? Who cares about those brand names? This is the toilet paper for people who hate making choices, and LOVE automating recurring shipments so they don’t have to ever – god forbid – run to the store for toilet paper again #PandemicTrauma. Oh and the