The proof of the pudding is in the execution of the thinking.
Just weeks from launch and Honest Crust has won multiple new supply agreements and is growing at an accelerated rate.
Why? They’re a good, maybe even great products and similarly priced to the competition too. But that alone would not have been enough to achieve this degree of success so early on.
Honest Crust have challenged their category, they’ve not reinvented the sandwich. But given the choices what brand would you stock, what brand would you consume?
One that offers you an alternative and a meaningful opportunity to do something good? Or the competitor options, you know, the generic ones just across the shelf, they’re probably brightly coloured, shouting loudly about how great they taste and how fresh they are. Sounds familiar, bit uninspiring, sounds destined to under-deliver to us.
So bin the belief that what my product does is somehow different to everyone else and discover why your brand inspires. Then employ some challenger thinking and uncover how your brand can be the success story it deserves it be.
Get a new perspective and find the challenge in your brand.