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Pain Point

Particularly urgent and difficult to solve target audience needs are sometimes referred to as pain points, to distinguish them from needs that are resolved easily and/or by multiple brands.

The more urgent and difficult the need, and the extent to which the brand is able to solve that need with a proprietary and unique solution, the more valuable the brand is considered to be.

The less urgent the need, the more likely the brand is to be considered a commodity with little distinction from competing brands.

See also:
brand defined
captive brand
store brand, private label
national brand

positioning statement
point of difference
target audience
frame of reference
reason to believe
brand essence
portfolio architecture
brand architecture