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Every big success in emerging CPG brands can pass what I call the “Dinner Party Test"
Thread
Thread
Imagine a consumer tries your product for the first time and a week later she is at a dinner party with friends
The friends start talking about new products and brands they've tried lately
Each person talks about their new favorite, now it's her turn…
The friends start talking about new products and brands they've tried lately
Each person talks about their new favorite, now it's her turn…
There's 3 components to the test
First: Would she pick your brand to talk about?
If you solved a major problem in her life then she would want to recommend you to her friends when it's her turn
First: Would she pick your brand to talk about?
If you solved a major problem in her life then she would want to recommend you to her friends when it's her turn
Second: Could she describe your value prop in 1-2 sentences?
If that problem you solved isn't unique to her, then it should be easy to succinctly explain how great you are in a way that friends can understand
If that problem you solved isn't unique to her, then it should be easy to succinctly explain how great you are in a way that friends can understand
Third: If she couldn't remember the name of your brand would her friends know who she's talking about?
The best brands are those who become uniquely synonymous with the problems they solve for consumers. That's how you establish a brand moat
The best brands are those who become uniquely synonymous with the problems they solve for consumers. That's how you establish a brand moat
Let's test this out for a few. Can you guess who I'm talking about?
"I just tried this amazing ice cream, there's only 280 calories in the entire pint so I can finish the whole thing without feeling guilty"
"I just tried this amazing ice cream, there's only 280 calories in the entire pint so I can finish the whole thing without feeling guilty"
"I want a drink with protein and caffeine to getting me going in the morning without sugar or chemicals, and I just found a new iced coffee that is high protein with MCT oil and zero sugar but is somehow still sweet and indulgent"
"I know I'm always dehydrated but it's so hard to drink 10 cups of water per day, so I just started using this mix that multiplies the hydration effect of a glass of water by 3 times”
Those aren’t the only brands that solve those problems, but odds are they’re who you thought of
That real estate in your mind is a bigger moat than you might think
That real estate in your mind is a bigger moat than you might think
So why does passing the Dinner Party Test matter?
Every iconic brand got there by using their consumers as ambassadors
They give you scale, they have the trust of their friends, and you don't need to pay for every customer they acquire for you
Every iconic brand got there by using their consumers as ambassadors
They give you scale, they have the trust of their friends, and you don't need to pay for every customer they acquire for you
Most brands trip up in one or more parts of the test, and where they trip up can often help diagnose the problem
Part 1: If she talks about a different brand you didn’t solve an important enough problem for her. Brands don’t become iconic by solving minor problems for consumers
Part 1: If she talks about a different brand you didn’t solve an important enough problem for her. Brands don’t become iconic by solving minor problems for consumers
Part 2: If she can't describe your value prop in 1-2 sentences your value prop is too nuanced
You're betting your business on a game of broken telephone
You're betting your business on a game of broken telephone
Part 3: If they think she's describing another brand then what makes your brand unique isn’t resonating yet
Doesn’t mean there’s only one winner per category BUT
New candy brands need clear differentiation vs @smartsweets
Mexican food brands need contrast vs @SieteFoods
Doesn’t mean there’s only one winner per category BUT
New candy brands need clear differentiation vs @smartsweets
Mexican food brands need contrast vs @SieteFoods
In a world of perpetually rising CACs, passing the Dinner Party Test is the key to organic growth, virality and ultimately profitability
Make sure your consumers know what to say when they want to talk about how great you are
Make sure your consumers know what to say when they want to talk about how great you are
