“Your premium brand had better be delivering something special, or it’s not going to get the business” – Warren Buffet
“The conspicuous consumption of valuable goods is a means of reputability to the gentleman of leisure” – Thorstein Veblen
“Give us the luxuries of life, and we will dispense with its necessaries” – John Lothrop Motley
“Brand managers for premium brands must know when it is best to pass on short-term growth opportunities that could tarnish the brand’s long-term health” – David Murphy
I’ve been meaning to write this blog for a while, in homage to what is fast becoming a favourite brand of mine. For Goodness Shakes (FGS) is a relatively young sports recovery drink with two format technologies of powder and milkshake and four flavour variants. In a relatively short space of time it has managed to build a reputation amongst sportsmen and women as a product that delivers on its promise of faster recovery times after exercise.
Rather than opt for the ageing ‘before, during, after’ promise of isotonics, FGS has carved a niche by communicating expertise in recovery. This is a classic example of how to leverage the power of occasion-based insights to cater specifically for the needs andmotivations of the target consumer. Furthermore it differentiates against other shakes in the category by being ready to drink (and therefore does not require a pesky Maxi Muscle shaker to be carted around at the bottom of a kit bag whilst it leaks liquid protein all over your spare underpants!).
One of the only problems I have noticed for the brand is that its original product range of shakes finds itself placed in the milkshake section of major grocers next to the likes of Frijj Mars and own label shakes. The danger here being that a great proposition will be lost on many shoppers through shelf association unless they know exactly what they are looking for. However, if this can be resolved soon I doubt there will be any lasting damage to the brand equity.
On a more positive note brand theory of Ries & Trout suggests that the first to mind and first to market advantage of FGS will serve the brand well & it surprises me that no fast follower has yet emerged with a similar proposition to challenge in the recovery occasion. This bodes well for the brand’s success in the long term and their latest powder innovation highlights how through a more convenient pack format they aim to continue delivering innovative solutions in a competitive market hung up on inconvenient packaging and poorly designed delivery methods.
