Selling the packaging, not the goods.

Although life ventured me into teaching, I was a business student in marketing. And through my 4 years of college, I had learned that there is a fractional difference between household products. For example, the milk that you buy at the store, no matter what box it comes in, is still milk. bleach... generic or not, has the same chemical compounds. And even though customers want to buy the more familiar household names, there isn't that much difference between the products.

But you see... that was yester-year. Before I was a mom, and before labels mattered so much.

During my last visit to the grocery store, I had to choose between 2 cheeses. Both packets, absolutely identical. Both products offering the same number of slices. Both products virtually interchangeable. BUT... there was one HUGE difference.

On the front of one package was a cartoon of a glass of milk with bulging arm muscles and a big white smile. The tag line below said... "Each slice contains the goodness of one whole glass of milk, for stronger muscles and bones". The front of the other package said... "100% processed cheese slices".

Decision made... my daughter doesn't need "processed" cheese... she needs the goodness of one whole glass of milk.

Another customer buys the packaging, not the product.