||Like it? PLEASE +1 it! Thanks!|
What brand is your mattress?
That's how they built a built a billion dollar company. By getting 2% of a market that doesn't care about brands to care about them. A typical marketer looks at this and says, "great marketing! You branded a product in an unbranded marketplace."
I actually don't think that's what really happened. I think what happened is that every single product in the mattress market was perceived as the same, so there was no reason to care about which brand, because, frankly, it didn't seem to matter. Like brands of gasoline or milk.
Many marketers are excited about a brand-free market. They walk in wads of cash and try to buy share. They believe that the brand can build the product. That's backwards.
When you change the product enough, branding happens.
There are two traps here:
first, entering a brand-free market where people have been trained to ignore the various competitors is really expensive, because people aren't listening, no matter how great your offer is. I think Tempurpedic got a little lucky.
second, believing that you can have the brand before you have the product. You almost certainly don't have the money to pull that off.
He also said that 95% of his customers have recommended his product to others. Not the brand, not the experience, but the product. I have, it's true. I've recommended a thousand dollar mattress to someone. Go figure.
Related ArticlesThe Kind of Mattress Suitable for your Kid - Some Tips to Remember
Disinfecting Your Mattress
How to Pick the Perfect Mattress
Choosing the Best Mattress for Kids
Which Sleeping Position Is Healthiest?
The Best Mattresses and Bedding for a Good Night's Sleep
A Few Sleep Hacks That Everyone Should Be Aware Of
Business Incentives for Increased Profits
Advertising Pointers for Selling Mattresses from Your Shop
Does Sleep Deprivation Negatively Impact the Functioning Of Your Brain?
Seize the Opportunity!
Tips for Entrepreneurs to Look Professional
How to Overcome the Challenging Sleep Situations Associated With Pregnancy
For Larger Profits - Sell Solutions or Prevention?
The Power of a Brand Name and how to make your own brand powerful
10 Myths About Sleep
Do you need a 99¢ Chicken Sandwich?
Let Me Tell You About A Truly Great Brand
Strategic Branding Questions
10 Signs that Show You Adore Sleeping
Free PDF Download
By Seth Godin
About the Author: Seth Godin
RSS for Seth's articles - Visit Seth's website
Seth Godin is a bestselling author, entrepreneur and agent of change. Godin is author of six books that have been bestsellers around the world and changed the way people think about marketing, change and work. Permission Marketing was an Amazon.com Top 100 bestseller for a year, a Fortune Best Business Book and it spent four months on the Business Week bestseller list. It also appeared on the New York Times business book bestseller list.
Click here to visit Seth's website.
The spirit of the game
Always on everybody markets
Lessons learned from Columbus
Shipping and handling
Whats the point of popular
Related Forum PostsWarrenties
Re: Business attire
Re: Canadian Licensing Info
Re: The Best Method for Online Marketing
Re: Promotion Pack / Prize Pack
Share this article. Fund someone's dream.
Share this post and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
||Like this page? PLEASE +1 it!|