The ‘customer side’ of ingredient branding is a performance predictor

Ingredient branding is a technique used by wholesale suppliers of 'inputs', which are added to create the final product for the end-user. For example, Intel microprocessors successfully used the ‘Intel Inside’ ingredient branding campaign to gain the number one spot in their market. Intel created a new demand for computers that have the Intel ingredient added.

As these ‘ingredients’ become better known and their positive reputation grows, there is another side to this story. The ingredients become performance predictors, from the consumer’s perspective.

A multi-award winning builder from my home town, Toowoomba in Queensland, established a premium status by highlighting the ingredients in their homes. Austral bricks, BHP Colourbond rooves, Rheem hotwater systems, Doof tapes, GJ James glass, SMEG appliances … and the list continued to outline each and every supplier of all the ingredients of their homes.

Prospects were given an important insight into the likely quality of the end-product by the builder highlighting the quality ingredients used in construction. Ingredient branding may be a performance predictors of relevance to your business. Or more importantly, of relevance to your customers!