Try this experiment for me. Go to your spice drawer or cabinet.
Take out the cinnamon.
Smell it. I know, it is a wonderful fragrance that reminds you of cookies, childhood and happy time. Everyone has it in their kitchen. Cinnamon is one of the two most commonly used spice flavors.
Now pull out a jar of cardamom.
What, you don’t have any? Never heard of cardamom? Not sure what it is?
Most people have never heard of or smelled cardamom. Cardamom has a strong, distinct taste and fragrance and is intensely aromatic. Commonly used in Indian cooking, I first experimented with it when my mom’s best friend, Norma shared a recipe for a cardamom/orange challah bread. It was a life-changing moment when I first opened a jar of this expensive but stunningly spectacular spice. Here is a recipe that is similar to Norma’s special challah.
Obvious versus Special
If you are like most brands, you sprinkle cinnamon on everything you do. It’s obvious. You expect cinnamon. It is what everyone likes.
But those brands that use cardamom are looking for a point of difference. A way to stand out from the crowd. You are trying to add seasoning to your brand that gives you distance and distinctiveness from your competition.
Your business model is different. You focus on things others don’t care about. In a world filled with sameness, you are the purple cow standing out in the field.
Seasoned Advice
The brand that thinks differently wonders how to bring something wonderful, fresh and exciting to their slow, boring and dull category. They push into areas where others don’t go because they always pick the obvious, cinnamon-scented choice. They avoid the commodity for the exotic.
Next time you are at a grocery store, go over to the spice aisle. Imagine that every jar on the shelf is the same thing – a lovely jar of cinnamon.
Now imagine that one jar stands out with a different fragrance. It’s both familiar and exotic, rare but inviting. Only you season your brand (product or service) with cardamom.
I guarantee you, customers will notice.
How are you seasoning your brand?
Does your brand need seasoned advice? You have come to the right spice shop. Call me at 919 720 0995 or email me at jeffslater@themarketingsage.com I’ll bring the cardamom.
– originally posted to Flickr as Sri Lanka – 080 – Spice shop in Kandy Market
