Great post. I always enjoy the positioning moves where they own the narrative by stating something that indirectly makes everyone else look bad. It's beautifully sneaky. There was a beer brand in Sweden that started to market itself as "additive-free." The catch? None of the competitors used additives either. But by being first to claim it, they made everyone else look like they were hiding something.
Thank you i loved the Water one
Its all about perception
Thanks for reading! And it is!
Great post
Even greater insight
Thank you, hope it moved something
thank you so much for this essay, Jess!!! it was awesome! I really like the "questions worth asking" section!
You’re welcome. I’m glad it was helpful.
Great post. I always enjoy the positioning moves where they own the narrative by stating something that indirectly makes everyone else look bad. It's beautifully sneaky. There was a beer brand in Sweden that started to market itself as "additive-free." The catch? None of the competitors used additives either. But by being first to claim it, they made everyone else look like they were hiding something.