For this trick, the crux is recognising that different product categories have different levels of innate interest.
Smartphones or surfboards are captivating, AA batteries simply are not. In high-interest categories, brands can land complex, knotty, immersive strategies because consumers are willing to go deep, and explore every facet of what the brand has to say. In stark contrast, low-interest categories need a blunt, direct strategy because consumer engagement is minimal – these products or services must seize attention.
Quickly. And with aplomb.
Duracell, for example, nails this by focusing on longevity, encapsulated crisply by the enduring Duracell Bunny— which symbolises stamina. This clear, straightforward message fits perfectly within the low-engagement realm of batteries. Compare that to high-engagement brands like Tesla or Patagonia, which craft rich, detailed, lofty, brand narratives.
High-interest areas can sustain sophisticated value propositions; low-interest ones cannot.
The wheels fall off when low-interest products are burdened with complex, value-laden strategies that don’t resonate, due to a stark misalignment of consumer attention. So for brands in low-interest categories, the strategy must be clear and concise, creating an immediate, unmistakable presence.
Like in all brand strategies, the key thing is respect for the consumer – their time, priorities, and biases. What you assume they should care about is insignificant; what truly matters is what they actually care about. Operate realistically within these guardrails and you’ll set yourself up for success.
Here is a very scientific diagram so you can visualise this:
