I can’t tell Evian water from Henniez, Cristalp, or just about any tap waters out there. Even after years of partnership and sampling with our client Nestlé Waters. However it’s fascinating that a seemingly undifferentiated product like H2O can be perceived so differently from one consumer to the next.
So how exactly do you go about branding such undifferentiated, commodity products – be it water, wood, soap, sugar or bananas?
It is all about differentiation. And there are just as many ways to differentiate a commodity than there are bubbles in a glass of San Pellegrino.