Page 21 - Chase Distillery Teaching Note Flip 2022
P. 21
Diagram 76
Brand Gap
Diagram 21 shows the original concept behind Chase’s
involvement with spirits production and how he saw the
bridging of the ‘Brand Gap’ by questions such as
Features – what the brand has (provenance and pedigree)
Benefits – what the brand does (gives authenticity that
consumers can buy into).
Experience – what the purchaser will feel (buying a ‘super
premium’ product comparable to segment leaders such as
Belvedere and Grey Goose).
