Products that have an emotional component in the purchase, we all know the pure rationality is not always present in our purchases. In this way, Cologne ads tend to emphasize the capacity of seduction of whoever uses them, but also high price items such as cars, houses, or certain brands of watches, for example, bought on many occasions by the status afforded to others. In this battle in the mind of the customer, it is very important to differentiate from others. In each category of items can have a number of basic features that have to meet all those who are in it, in order to compete. For example, tooth pastes must fight tooth decay. Other qualities can also be desirable, as be anti-calcium, avoid bad breath, teeth whitening marketing is a battle of positioning in the mind of the customer.

So no matter the actual characteristics of the product, but the attributes that the customer assigns him. All this would lead us to a battle in which It may be difficult to differentiate themselves, so the best is focus the approach, even sacrificing the emphasise other features, and trying to position themselves as the best in something. For example, the cream that leaves teeth whiter, or that cares for your gums, or most suitable for sensitive teeth of course, all these positions do not mean that these creams does not fight decay or bad breath, which also make it, but are concentrated in a feature to try to distinguish themselves from the mass. On occasions, this differentiation implies high doses of frankness, acknowledging or even enhancing features which in principle may seem bad, but through an implicit reasoning become good. For example, in the case of the Listerine mouthwash very strong flavor.

This quality could be in principle a disadvantage, and even there were competitors who were positioned as good flavor rinses. Against this, Listerine could argue that he didn’t so badly, changing its flavor, or do what He did, admit it (launched a campaign entitled the taste you hate twice a day) and reposition this quality implying that this stronger flavor kill more microbes. Another example would be the raf tomatoes, which are a very tasty tomatoes, but a bit ugly aspect. In this era in which we live would not be impossible to get them to have a better appearance, but this rarity provides them with distinction, are easily identified, and they are even better cut. A third example would be the nougat 1880, which ranks as the most expensive in the world. Although in principle it seems an undesirable characteristic, implicit reasoning that entails is that if they acknowledge and even boast that they are the most expensive, it must be because it is the best quality.