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Robert Gordman's Consumer Appeal Keynote Emphasizes Exclusivity in Service

 - Jul 10, 2012
References: gordmangroup &
In this consumer appeal keynote, Robert Gordman, who serves as the President of The Gordman Group, introduces the concept of business sweet spots and describes how they can play an instrumental role in generating sales for a company.

Essentially, a sweet spot is a brand or company's main selling point or appealing feature, which is easily recognized and identified by consumers. For example, Walmart's sweet spot is price -- it is recognized as a brand that offers products at exceedingly low prices. The sweet spot for Walgreens, another popular brand in the United States, is convenience.

Gordman encourages his audience to find their own sweet spots and focus their energy on just that. In doing so, it will be much easier for consumers to recognize their brand as standing for something definitive and distinct. A brand is much more likely to succeed by developing one dominant feature as opposed to trying to cover a multitude of consumer needs.