“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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