Is your brand the best?

So what happens when you can’t prove you are the best brand in the category? I’ve had a couple clients (both will remain unnamed) that knew they were not best of breed in anything…neither even had a price point advantage. But that has not been the case most of the time. Most of the time my clients think they are the best and to suggest otherwise is heresy.

With CACI, I am at an advantage because, at least ingredients wise, we can’t be beaten. Problem is, short of testing the 800 or so competing brands (head to head) we can’t say it. We know the product works so we can say that. But we can’t claim others don’t work. Sure, we’ve all been there…done that. But what was different for me, this time, was I am representing the client side this time and dealing with the agency. I thought it would be refreshing to brief them that we need to go the emotional route in order to separate ourselves as a brand (instead of shoving a functional benefit down their throat). But no! The creative think it would be easier to just say we are the best!

Man this is new territory for me. I briefed asking for the magic of the experience. So many creatives I know love that. Well I guess if we also can say we are the best. I guess the functional reason makes things easier for creatives. I also guess I never stop learning no matter how many times I brief creative. By the way…we are the best.

As always visit the Rejuv website (http://www.rejuvbycaci.com/):