Reframe Perception Through Context

Positioning a product in a different context can drastically alter customer perceptions, competitor benchmarks, and pricing strategies. By framing a double chocolate salted caramel cake as a muffin, the product is suddenly seen as a breakfast item, complexifying its competition and creating a new price point compared to dessert items. This demonstrates that the fundamental qualities of a product remain unchanged, but the surrounding context influences consumer assumptions and purchasing behavior. Companies often misinterpret the importance of positioning, unaware that adjusting context can redefine product perception and value.

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