Customer won’t always be aware of who or what their enemies are. Or who and what they should be. That’s where sales and marketing teams can create a distinct messaging advantage by leading with those hidden enemies. Revealing Hidden Enemies I was reminded of this powerful approach when I saw a commercial for a new type of hazelnut spread.
Now, just for a moment, close your eyes and pictur paraguay cell phone number liste what a jar of hazelnut spread looks like. this: Classic Nutella, sold and loved around the world. Now imagine, you’re a food manufacturing giant, Kraft. You’re thinking, “We sell thousands of food products and have huge brand awareness and market share. We don’t currently compete in the hazelnut spread category but why shouldn’t we?!?” But there’s a problem.
When customers like you close your eyes and picture what a jar of hazelnut spread looks like, you don’t think Kraft. You think Nutella. So how did Kraft decide to take on the king of hazelnut spreads? They picked an enemy. One they felt would polarize the market. But instead of picking one of the usual suspects and competing on factors like nutrition value, price, or taste, they dug deeper and invoked a hidden enemy that most consumers have likely been overlooking for years.