There are three kinds of products on the market:
- Those with a benefit (the brand promise), a support to the promise, and tonality of communication – for instance cloths detergents and most B2B products are of this kind.
- Those without a benefit, but with a support to the promise, and tonality of communication – for instance a common biscuit.
- And products with tonality only – like fragrances. Hugo Boss fragrances make a great example of how Procter & Gamble won applying strategic marketing in one of the toughest competitive environments out there.