Christine B.

When I saw smarter writing on a “store brand” bottle of kitchen cleaner and noticed the bottle design was anything but “generic” it hit me: generics don’t work anymore!

Being, or looking generic in the way you present your business will not work any better than it does for products. I think of it this way: people don’t want to welcome guests to a home where the liquid soap in the powder room comes in a hideous white bottle with large neon green letters spelling out CHEAP-BRAND splashed on the surface.

People don’t want to appear “common”, but many businesses still do. While individuals spend hundreds or thousands of dollars on exclusive and designer wedding invitations, the average small business or entrepreneur does not want to part with any of his marketing dollars to make the message unique, and make the business stand out in an often saturated market. Brainstorming on Market Positioning is an important first step towards a successful marketing campaign.