“Small
Indulgences” is an important product and service area of luxury brand
strategy and marketing. It does not mean that the item has to cost a
lot. The cosmetic industry thrives on this principle of small
indulgences. Starbucks built a global empire on it.
Not long
ago, a college student from Chicago made it big by identifying an
uncontested small indulgence market niche. He dominates a product
category that he himself defined and is passionate about. Meet Brian
Taylor, CEO of Kernel Season’s the popcorn seasoning company.
Brian has a
mission: To rid the world of naked popcorn. He started out by getting
a local movie theatre to test-market his products for free. This grew
into a multi million-dollar business based on Brian’s love for popcorn
and his curiosity about seasoning it. Now you can find Kernel Season’s
(cleverly similarity to Colonel Sanders of KFC chicken fame) in the
popcorn isle of most supermarkets.
The brand
name itself tells you what the brand is. It even has an avatar like the
Colonel. The slogan, “No More Naked Popcorn”, tells you, in just four
words, exactly what the brand stands for.
There is
no mistaking what this new product category is or in which larger
category this niche belongs. It is also intuitive where you would find
the products in your local market-right next to the popcorn.
Type in
the search term, “popcorn seasoning”, in Google and this brand will come
up first. But, not because of brilliant SEO work. There just is not
much competition in this field. That is the beauty of identifying an
underserved or uncontested market niche as a luxury brand strategy.
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