How To: Grow Beyond Your Niche
From 4Hoteliers.com:
Many niche brands have a lexicon spawned from their particular product arena. For example, in the active outdoor category, “tech talk” is part of a common language used by many brands in the attempt to differentiate.
This is due, in part, to the fact that “tech talk” is the language of the product inventor or designer, and that same person is often the driving force behind brand communications at the early stages.
While using “tech talk” can convince an internal audience into thinking they have successfully differentiated their brand, the consumer will not buy into it if competitors match the brand’s “tech talk” with theirs. “Will I stay drier with this brand’s BETTER THAN GORTEX® MEGA-MEMBRANE WATERPROOF SYSTEM™ or that brand’s FUSED-ON GORTEX®-LIKE RAINPROOF PROTECTION LAYER™?” Neither brand has communicated what makes it distinctive and upmarket, nor given a clear reason why the consumer should make a purchase.
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