As an agency, we’re often presented with products that are looking for help in finding their voice.   There are several ways this may show itself:

1. It may come across as another ‘me too’ product, or
2. It tries to fight the incumbents on pre-established terms and ground rules, or
3. It thinks it is the answer for everyone, or
4. It doesn’t clearly know where it fits.

Most of the time a brand can work within an existing category through positioning and appropriate messaging.  Because consumers prefer some choice there’s almost always room for a strong number 2 or 3.

But sometimes the product appears to be something new and different - deserving of the chance to create a category all its own.   But what are the elements that drive a successful category?   How can we identify a potential category-creator?   There are three elements we look for:  Ideas, Insights and Innovation.

• Idea:  The product is new or different; it defies easy comparison to established brands.  “It’s close to ____ but not really.”   It does something different than what we would expect for the category, e.g. Curves or Online Law Schools.
• Insight: The difference has real value to a group of people.   And this group isn’t likely who we thought at first.  “You know who really needs this, its __________”.   The ah ha moment where the right audience becomes clear; e.g. ‘law school is not just for lawyers’.
• Innovation: The functionality, delivery mechanism and business model have to be different; or at least 2 out of 3.  If not, the 800# gorilla will make their category bigger by swallowing the product up.   It must be painful for incumbents to compete.

These three elements often present a challenge to established brands and companies.   New companies are much better suited to find their niche; although they may be challenged to execute.   Established brands can execute but their legacy retards change.