ValidationEmerging Pattern

When customers have abandoned a category entirely, you compete against perception not brands

Q: How many founders have validated "when customers have abandoned a category entirely, you compete against perception not brands"?

1 founder has proven this pattern works. Examples include Laura McGuire (Hipstik Legwear).

In categories where poor products have driven customers away, your marketing challenge is rehabilitating category perception before selling product benefits. Address the 'I gave up on this' mentality first.

When to use

When entering a category with historically poor products and negative customer experiences

Don't do this

Marketing only product features while ignoring why customers abandoned the category

1 Founder Who Did This

Hipstik Legwearby Laura McGuire

Biggest hurdle was changing women's negative perceptions of hosiery - not competing with other brands. Women had given up on the category entirely.

Result:Had to specifically address perception before product benefits in all marketing

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