Unlocking Brand Growth By Redefining Where You Compete

By Brian Kittelson , CEO - Hear more from Brian below!

Imagine missing out on significant growth opportunities simply because you see your brand confined to its conventional market category.? The question “What market does your brand compete in?” often garners a predictable response – pointing to a straightforward, traditional category definition.? However, this standard perspective may be obscuring a plethora of avenues for expansion and differentiation.? By stepping back and reevaluating this fundamental question through the lens of consumer motivations, brands can uncover untapped markets ripe for innovation and growth.

The key to unlocking these opportunities lies in the understanding that consumers purchase products and services to fulfill specific jobs or motivations.? Thus, a market should be defined not just by products but by the combination of a group of people and the specific job they are trying to get done – their motivation.? This perspective creates a stable focus around which brands can align and orchestrate their value creation efforts.

Consider the following hypothetical examples that illustrate how redefining your market can reveal untapped opportunities.

Ford Bronco

Traditional Market Definition:? Sport Utility Vehicle

New Market:? Target Audience + Motivation (Job to be done)????????????????????????????

?????????????????????? ?????Outdoor Enthusiasts + Wanting To Get To Places Others Can’t

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???????????? Key Questions

???????????? Within this new market, who are your new competitors?

?????? ??????Is your brand a stronger solution to consumer’s motivation vs existing competitors?

?????? ??????If not, what innovation is needed for your brand to be the best solution? ????????????????

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Cheerios

Traditional Market Definition:? Ready to Eat Cereal

New Market: Target Audience + Motivation (Job to be done)

????????????????? ???????????? Moms of Toddlers + Introduce My Toddler To Solid Food

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Healthy Choice Power Bowls

Traditional Market Definition:? Frozen Entree

New Market: Target Audience + Motivation (Job to be done)

????????????????? ???????????? Active Millennial Women + Replenish My Body Post-Workout

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By defining markets with this dual focus – both target audience and their specific motivations (i.e. jobs to be done) – brands can step outside their traditional competitive categories and find new growth avenues.

Public Label is a new breed of agency pioneering new levels of growth for bold brands.? If you’re serious about amplifying growth by identifying new markets to compete within, we’d love to talk!