A while back, consulting firm Booz-Allen wrote a very interesting piece called, "How to Brand Sand". In today's day and age where seemingly everything is under threat of being commoditized, along comes Nespresso and shows how color, variety and experience come together to prove otherwise for the coffee category.
Your category should be no different.
PS What a great gift for the holidays, 'eh?
PPS I have absolutely no relationship whatsoever with Nespresso, except that I'm a satisfied customer.
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