Better than the Best.
It was Jerry Garcia of the Grateful Dead who once said: “You do not merely want to be considered just the best of the best. You want to be considered the only ones who do what you do”. In the world of brand, this philosophy represents the nirvana of differentiation.
Creative food duo Bompas & Parr are currently taking the Melbourne Food & Wine Festival (and in fact the world) by storm. Who are Bompas and Parr? you ask – why they are the worlds only Jellymongers. Bompas & Parr create spectacular food experiences the likes of which you’ve never seen, merging traditional jelly making with cutting edge technology. These guys have literally turned the jelly making universe on its ear, and created a global niche that they own, re-writing the book on Jelly making, publishing a book recently called ‘Jelly’ – a sure-fire way to position yourself as a leader in any niche
‘Bompas & Parr has worked with architects including Lord Foster and Rogers Stirk Harbour + Partners designing jellies for a 2000 person Jelly Banquet at UCL, provided expertise for Heston Blumenthals recent series Feast and worked with the ICA to transform Peter Greenaways The Cook The Thief His Wife and Her Lover for a scratch n sniff event introduced by the director. Recent projects include a vast glowing jelly installation for San Francisco MOMA; Alcoholic Architecture, a walk in cloud of breathable G&T and the Architectural Punchbowl where we flooded a Robert Adam building with 4 tonnes of Courvoisier Punch.’
So what’s to learn from Bompas & Parr for brand managers and brand owners? Who would have thought there was a world wide phenomenon in owning the Jelly Niche? Rather than being another player struggling to position yourself for success in your category, establish a fresh brand strategy by searching out a rich positioning niche for you to own, to become obsessive about, to become a rock-star in, to become famous as the only ones who do what you do.
Photo Credit – Carl-Palmer