Branded Products and Distinctiveness

Branded product manufacturers will continue to get a boost from rising concerns about the "three S's" of global supply chains: source, safety, and sustainability. This window of opportunity for Brands to reassert their influence in the face of mass discounting and price obsession will be a battle.

An article in today's Wall Street Journal highlights the enduing importance of continuing to emphasize distinctiveness from the end customers view.

Mark Hellendrung (President, Narragansett Brewing Co.) : "I've learned over time that you've got to start with a unique reason for being, something that makes you clearly different from every other product or service out there...Another key is staying true to that brand message, which is incredibly hard because the temptation always comes to be all things to all people."
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