Customers First: Dominate Your Market by Winning Them Over Where It Counts the Most

CHAPTER 8

Setting Your Brand Apart from the Competition

Everybody has to eat. There’s no way around it. Feeding yourself regularly is a requirement. We’re on the ground level of Maslow’s hierarchy here: if you fail to ingest food on a regular basis, your health will deteriorate rapidly. We could live our lives eating nothing but egg white omelets and whole wheat toast, but most people crave a little more variety. By and large, we select food that we find attractive and that tastes good.

The question then becomes, where do you go for your groceries? The answer to that question has to do with convenience and price. It also has to do with the shopper’s self-image. To examine what separates the Whole Foods shopper from the Safeway shopper, we can ...