Faithful to their positioning, I mean. I got a really classy invitation to the launch of 3zero at Pier One. With the four people involved in bringing this rum to life, it’s supposed to do very well.
So I was a bit shocked today to see 3Zero being sold in Hilo at a discounted price and banded with an energy drink. There are so many things wrong with this. Let me count the ways:
- Price discounting
- Banding with another product outside of its positioning (2 mistakes; the banding itself is wrong and the banded product chosen makes it doubly wrong)
- Cheap scotch tape used
- Gondola End “sale”
3Zero needs to decide if it wants to be a “hawk and spit” mass brand or something special. 3Zero is not a BMW however it’s also not an Almera. Everything you do as a person contributes to your reputation. It’s the same with brands.
