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.

It goes without saying that making strategic choices for each of the three product kinds implies different kinds of data and analytical methods.

Read also 10 key elements of brand strategy