God´s Hand and The Art of Differentiation

On recent work trip to Tokyo, I stumbled upon these products in Don Quijote:

godshand

Guess which one I bought?

The role of marketing is to make the product/brand desirable. That is something that quite often is forgotten while marketers spend their efforts on creating the first ever “smart shoes” and other “innovation” projects. More often than not, brands should go back to the basics to make their products truly desirable:

Have memorable name: When I start working with the brand, I always try to find ways to differentiate. Other handgrips don´t even have name, but the hardest (70 kg) is called God´s hand. That already sets the tone that this product is not for the faint-hearted or the weak.

Catch the attention with striking visual: Other handgrips have normal people showing the product, the hardest of the handgrips has the gorilla. You should always separate your spearhead product from the others (with the name and the visuals).

Fulfill emotional not rational needs: Before entering the store I didn´t know I wanted handgrips. There is no rational reason for me to even improve my grip. Although I play basketball and do CrossFit, the grip has never been a concern for me. However, because I am vain guy (usually women don´t have this problem), I am sucker for things that tests your strength. After seeing this video, I had to immediately test one-finger dead lift. 70kg is totally arbitrary limit to handgrip because you don´t have baseline to compare. They could have named the 40kg product as the God´s hand and I would still be happy with the purchase. If you target people with competitive nature, there are no limits on how far they will go to win.

Double the price: You should try to get customers who want the best. God´s hand costs the double of the normal handgrip. I don´t know how much handgrips should cost but when I saw the product I just had to get it. The price didn´t play any role in buying the product. The initial price was something like 10 SGD, which is actually really cheap. They should have asked even more, I would have happily paid it.

I have been really happy with the product as well. I use it almost daily during my workday, especially if I am feeling pissed off about something (usually daily affair). The biggest enjoyment is when people visiting my desk try to grip the God´s hand and cannot. God´s hand is 10 SGD, but feeling stronger than your friends is priceless.

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