How have these successful founders built a loyal customer base in such a crowded market? Their approaches differ, but all three brands have something in common: they have what Homuth calls a “defensible” idea.
“If all you have is a brand differentiation, and not a real defensible infrastructure or supply chain or IP or something about you that truly makes you unique, I don’t think you’re going to be able to turn that dial and grow fast,” she said. “You’re going to grow how the market lets you grow.”
Merrill, who previously served as vice president of marketing at Honest Tea, said he got into cottage cheese because of what he saw during a trip to the grocery store in 2014. The yogurt section “had all this sex appeal, all this innovation,” he said, while the cottage cheese section looked “stagnant” and “sleepy.” He saw an opportunity to change that.
As an organic, high-protein, creamy product emblazoned with modern branding, Good Culture stood out to Millennial and Gen-Z shoppers: “We spoke to the younger consumer, and it really resonated in a really significant way.”
Continue reading the whole article on Inc.com: 'Defensible' Ideas Helped These Founders Build Brand Loyalty
Comments