Know-How Exchange : Branding

Katalin,

There are many examples of this.

Cigarettes is a good example. The Cigarrette industry had to overcome the following:

- an awful first experience (a first time user would cough uncontrollably and his/her eyes would water)
- a foul breath and foul odor in clothes and hands (from cig smoke)
- the need to take many breaks (because you can't just smoke at your desk)
- browning of teeth

All this, in addition to the well-known hazards to health.

Secondly, you need to Re-Frame your question. Instead of consumers-in-general, think (Niche) Segment of Consumers. In this way the answers will be more obvious.

For example, for Cigars, the first Segment in 1800's in US was ex-soldiers with injuries from Civil War (ears cut off, noses cut-off, arms cut-off) who needed something to numb their pain. Then as business flourished, and youg men entered the workforce, they caught on to Cigars from parents and public.

But they found it inconvenient to carry Cigars around, and so the industry reduced packageing size.

That let to Cigar-rettes that fit into shirt pockets!!!

So, the main lesson is that there will be a small segment to whom you can sell anything. Then you have to be patient and alert to watch for market expansion opportunities.

- Raj Doshi -