Question
Topic: Branding
Defending Your Brand From The "unknown" Knockoff
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Here's the dilemma (and this is a HYPOTHETICAL EXAMPLE): Let's say as the customer, you call Distributor A and order a carton of Kleenx.
It arrives and you assume it is Kleenx - There isn't a reason not to assume this. You stock the restroom containers with the boxes and never actually look at the box to determine if it really is Kleenx. Why should you? It is what you asked for...
But it is NOT Kleenx; it is an off-brand. However, you never find out and life goes on...
So you want to have a campaign informing your customers that they are getting Kleenx and there is even a "Stamp of Authenticity" they can look for, but you don't want them to ever realize there is this "issue" to begin with - that they might be getting an off-brand.
Usually with a campaign, you want to show the customer they are sick and then show how you can make them better...but in this case, they don't know they are sick and you can't tell them they are! In my opinion, it is better to talk about your customer and how you can help them, as opposed to talking about how great YOU and your brand are. Any suggestions on how to go about doing this in a way that isn't all about "me" and is more customer-focused, plus giving them a remedy for a sickness they aren't or can't be made aware of??