What does a list of the most popular dogs have to do with how to differentiate a business?
It’s all about creating buyer preference.
I saw the following list in yesterday’s paper about the ten most popular breeds in the UK:
- Labrador Retriever
- English Cocker Spaniel
- English Springer Spaniel
- German Shepherd Dog
- Staffordshire Bull Terrier
- Cavalier King Charles Spaniel
- Golden Retriever
- West Highland Whiter Terrier
- Border Terrier
I’m biased as I’ve owned Golden Retrievers and an Italian Spinone.
Each of the most popular breeds is doing something right.
They have found a combination of qualities that appeals particularly strongly to large groups of people.
They look different from each other – I bet quite a clear image springs to mind when you think of an English Sprinter Spaniel or a German Shepherd. Perhaps not so much for a Labrador because of their colour varieties – yellow, black or chocolate – but once you’ve got the colour nailed, then your vision becomes very similar to other peoples.
And if you had to describe the breeds in a few words, I bet there would be considerable crossover. Somehow dogs have been successfully branded – and they haven’t spent a penny on marketing.
It’s interesting to see how dominant the gundogs are – the retrievers and spaniels – which usually have lovely friendly temperaments which make them great family dogs.
It’s also interesting to see that many are a good size and therefore eat a lot and are not cheap to keep. More evidence that price/cost is often just a small factor in an ownership decision.
What I’d like to know is why you choose the dog you do so leave me a comment. I’d also like to know if you think your values that affected the choice of dog reflect in other purchases you make.
Me? Well with a Golden, I do tend to avoid dark clothes that attract the dog hairs and stick as if glued on.
Paul Simister is a business coach who helps small business owners to profit from differentiating their businesses, being distinctive in the eyes of their customers and standing out in a crowded marketplace.
You too can move past your profit tipping point by answering the seven big questions of business success.