Name first, product second

What can you expect from this podcast episode?Name first, product second. When every piece of marketing leads with what you sell rather than who is selling it, there’s a risk that all the attention you’re generating is helping people remember the product, category, or even competitors, instead of remembering your brand. This week’s podcast episode looks at why putting greater emphasis on your brand can help build stronger awareness and recognition, particularly when your competitors are selling many of the same things and using many of the same category cues to communicate them.Because the category isn’t yours to own, but the brand can be. This week’s episode highlights a particular coffee brand’s distinctive a pproach to canned coffee packaging demonstrates how context, positioning and distinctive brand assets can help your brand stand out without sacrificing clarity about what you sell. Because as this bloke put it on LinkedIn: “If people just think about the product before you, then the next time they want it, they can get it anywhere because lots of people sell it too.” Get full access to Doctor Branding at gdayfrank.substack.com/subscribe