Rules of the Road: #1 Differentiation

In the consumer packaged goods space (CPG), buyers at some of the nation’s largest retailers have each told us “I do not need any more ‘cut and paste’ brands. Bring me something truly new and unique”. With this in mind, can you explain how your brand is different, and can you prove it (data, research, reviews, etc)? Do you understand how your brand differs from key competitors and what the benefit of your brand is to both the consumer and to the retailer? You need to be able to explain this quickly and clearly.