The Status Quo

Statistically, most B2B buyers are not convinced that the products offered by comparable suppliers significantly differ.*

* https://www.cebglobal.com/content/dam/cebglobal/us/EN/best-practices-decision-support/marketing-communications/pdfs/promotion-emotion-whitepaper-full.pdf

The Race to the Bottom

This perception results in commoditized products and brands that become replaceable and the primary concern for buyers turns to price.

Memorable Brands Win

At one time, SanDisk dominated the mp3 player market. They helped pioneer the technology and had a quality product, but who do you think of when you think of this category? Apple quickly overcame all competitors and has enjoyed a large majority of market share ever since.

The distinction between SanDisk and Apple was not products, it was brand.

Low Pricing Power
Commoditized

7.2%
Market Share

High Pricing Power
Memorable Brand

73.8%
Market Share

Characteristics of Memorable Brands

  • Memorable brands stand apart from competitors.

  • Memorable brands have missions above and beyond producing products or providing services.

  • Memorable brands account for more than 30% of the stock market value of companies in the S&P 500 index.

    This is why McAdams Group exists. Click below to learn how our marketing and branding services can make you more memorable.