The liquor shelf was packed with over 50 varieties of vodka. As I browsed the selection, I couldn’t help but think,”how different could vodka possibly be?” Each bottle designed to look more unique than the other, enticing the buyer by its visual appeal.
The connoisseurs would argue that the differences in taste and processing are distinctive — the layman choosing on appealing packaging, price, and past experiences. I mean, how different can vodka really be?
That’s the problem with market clutter — the greater the number of choices we have, the more likely we are to stay with the brands we know. We tend to eliminate the risk, cut down the decision time, and seek the brands we know in a sea of choices.
The challenge? Creating distinctive brands that resonate in the market place. It certainly takes more than a fancy bottle to stand out in a crowd.
About Hemant Rustogi