PiNG! Connecting with Your Consumer - Flipbook - Page 29
PiNG!
CHAPTER 1
PiNG!
CHAPTER 1
Compelling Version Differentiation
Each Version
Must Stand Alone
Create unique versions within your brand.
Version
differentiation allows your consumer to easily identify what makes
each of your SKUs unique from all of the choices within your
brand. Most often, visual and nomenclature elements are used to
express this differentiation. These are also the same elements frequently used to unify the brand. That’s because differences in fragrance, benefit, textures and overall positioning are important to
the consumer in her selection criteria. She must see distinct differences while also seeing that all versions are part of the same brand.
The typical consumer does not stop the decision process once she
enters your brand block. She is still looking for a reason to buy
a particular version, so it is vital to create not only distinction
among versions, but also to provide the consumer with a reason to
buy this particular version.
Which elements help consumers
?
28
shop the different versions
of your brand?
29
