In Crowded Categories Preference Is Rarely Down To The Product Alone
If you spent time this weekend at the Good Food & Wine Show you’d have probably noticed there was no shortage of great products (except the peanut butter and jelly bourbon 😬).
Which makes you think — if (almost) everyone has a great product, what makes people choose one over another?
The answer rarely seems to be the product itself.
Here’s four intangibles that can influence preference:
🤓 A story people can connect with
Founder journeys, family heritage and unique perspectives help transform products into something more meaningful and memorable.
People remember stories long after they've forgotten products.
🌏 A sense of place (aka terroir)
Whether it's Copenhagen, Tasmania, the Barossa or a small regional town, origin creates context, character, authenticity and perceived value.
People don't just buy where it's made — they buy what that place represents.
🙌 A distinctive point of view
The strongest brands stand for something beyond their category. They have a clear personality, philosophy or belief that helps people understand what makes them different.
When products become comparable, beliefs become valuable.
🤟 Experiences people remember
From tasting rooms and events to packaging and customer interactions, memorable experiences often create stronger connections than products alone.
People rarely talk about products — but they do talk about experiences.
🤔 In summary
Whilst products may get attention it's often the meaning built around them that drives preference.
Chris Thomas is an independent design and branding specialist with over 25 years experience working with iconic brands across a wide range of sectors spanning the UK, EU, US, Middle East, Asia and here in Australia. He is the owner and Creative Director at Founded by Design, and has been awarded both nationally and internationally for his work.