If there is one message that we hear on a near daily basis from bartenders and consumers alike, it is the need for brands to present themselves as truthful, honest and transparent. Brands offering half-truths and poetic licence just do not cut it these days.
Equally, as brands continually review their own DNA, attributes and reasons to believe, it is critical for businesses to evaluate this perspective from a competitive standpoint. So, ask yourself: “Which of my brand’s attributes are genuinely unique and different, and even if they are, do bartenders and consumers really care?” For example, in the world of gin, is there an optimal number of botanicals that make one brand superior to another? And if so, what is that number, and what is the benefit (if any)?
Brand Edge is a process developed by Barfly that evaluates your brands through a competitive lens. It then highlights those attributes that are not only differentiated but also have the power to be meaningful to your key target audiences. By creatively evolving these attributes into brand messaging and activation ideas, this process builds on your internal work to identify and truly audit your competitive edge.