Our Ideas

In many industries, building a distinctive product offering can be challenging: Proliferation, commoditization and other factors contribute to diminishing margins, and other threats to the development of a lasting, valuable brand.

One opportunity to counter this is through ingredient branding, the emphasis of a recognizable ingredient in your products or services, or the promotion of your products or service as a component in a third party’s products or services. In a recently published summary article, Harvard Business School professor John Quelch outlined the four different types of ingredient branding.

It can lend credibility to an otherwise unknown brand–a strategy our client Marqui Inc. has deployed effectively with their integration of Google Analytics into their suite of online marketing automation tools. It can also be a unifying strategy to unite a range of products, as the Krystol technology is within Kryton‘s range of products. And ingredient branding can be very useful as a component in channel marketing, as companies work in collaboration to promote integrated products and services. This is a strategy we have used many times with emerging clients in the tech sector, who need to rely on vendors with more significant reach than themselves to distribute their products.

Are there any ways ingredient branding can help your business to achieve its marketing goals?