I know that you have seen the new small watermelons, seedless, etc.
Today I saw even smaller ones, labeled Personal Size watermelons. I bought one just as a reward for their ingenuity.
If we can have Personal Pan Pizzas, why not Personal Size watermelons? Not arranged as a brand, but would have been a good idea if grower could have hybridized and patented, and owned Personal Sized Watermelons.
Love the idea of a personal size watermelon! I hesitate buying the gigantic watermelons because they not only take up half the refrigerator but we also then have to eat watermelon for six days in a row!
Assuming a grower can’t patent the size, could they still focus on the small size and communicate the attribute in a compelling and differentiated way?
In your book, Killer Brands, you mentioned the example of toilet paper. A commodity, or one would think. How on earth could one create a compelling brand of toilet paper? Your provided the example of Charmin toilet paper and the Mr. Whipple advertisements; a perfect example of communicating a compelling attribute (softness) and communicating it in a differentiated way (“don’t touch the Charmin”). Memorable. Brilliant.
From my childhood, I still remember Sunkist oranges being “kissed by the sun.” Were the oranges any better than another brand? Probably not. But I still prefer to buy Sunkist oranges.