Washing away Commoditization
Many consumer products have tried to stop or break the on-going commoditization of their goods, few have achieved this as the “premium sparkling water” category has.
In the latest Brand Channel’s feature story Barry Silverstein describes how VOSS (Norwegian super premium water) has managed to do it through two main features (and very important ones, too):
PACKAGING
DISTRIBUTION CHANNELS
First they designed a beautiful bottle that goes perfectly with what the brand is trying to convey. Through the package they are communicating, perhaps, more than what they would be able to achieve through regular brand messaging and advertising.
Following their path of creative (brilliant) thinking, they went on to manage (truly manage), their distribution channels. Focusing solely on high-end restaurants, hotels, bars and other social gathering arenas. 
Through these two main points they were able to position VOSS in the category that was (until recently) becoming a commodity one. Through innovation, creativity, and differentiation they managed to do what many haven’t. Luck or Drive?
I really recommend you to read the whole article by Barry Silverstein HERE.
Image Credit: Flickr (Users: Jeans & Adamhas)
