Love this. Having worked quite a bit with big companies on beverages / snacks, what becomes painfully clear is that you have to nail the OCCASION. People use different products/services at different times (occasions) to satisfy a need / do a job. If you get the occasion wrong, it doesn't matter if the product is great, it'll fail.
Owning a moment is a great idea for brands - clearly works well for KitKat and could be equally powerful for other brands too - but maybe more difficult for other service type brands ?
Love this. Having worked quite a bit with big companies on beverages / snacks, what becomes painfully clear is that you have to nail the OCCASION. People use different products/services at different times (occasions) to satisfy a need / do a job. If you get the occasion wrong, it doesn't matter if the product is great, it'll fail.
Owning a moment is a great idea for brands - clearly works well for KitKat and could be equally powerful for other brands too - but maybe more difficult for other service type brands ?
Excellent stuff! Have you seen the Kentucky Fried Chicken's Brand Book? https://pau1.substack.com/p/one-thing-032224
Just discovered this Substack - and so glad I did!
Fantastic insights! I shall be including this as one of my Recommended Reads this week
This is fascinating, thanks Tom!