Idea Sandbox

Dunkin’ Donuts has recently announced a deal to partner with Proctor & Gamble (P&G) to distribute Dunkin’ products across the United States. In that announcement, Dunkin’ describes themselves as the #1… the best… the only…

Here’s a bit from the press release…

With Dunkin’ Donuts as the #1 coffee and baked goods chain worldwide and Procter & Gamble as the #1 selling coffee roaster in the United States, the agreement brings together two leading consumer brands with extensive knowledge of the coffee industry.

Is Dunkin’ Donuts really #1? Yes. Dunkin’ has created their own Dominant Selling Idea (DSI) their own Zag! and create a new category that is exclusively theirs…

“Coffee and Baked Goods Chain”

I could be #1 tomorrow if I opened my own shop that specialized in selling: coffee, baked goods and men’s socks. If customers cared and purchased, I could claim to be the “#1 Coffee, Baked Good, and Men’s Sock” business in the world.

In a series of posts on Idea Sandbox, I talked extensively about the different ways companies can differentiate themselves. For more on how to be different, check out these posts:

• How to Be Different: Dominant Selling Idea
• How to Be Different: Zag!