For you sugar addicts (in middle east), you’re in luck. Brand name bakery Sugar Daddy is going to open new brand ‘Hey Sugar’! In the article, the owners address the issue of positioning Hey Sugar to attract more customers.

Hey Sugar

According to Ries and Trout, the ‘Free Ride Trap’ has happened to countless companies as they try to build a sub-brand on top of an existing brand name. They believe it’s impossible for a single brand to hold multiple positions because either the new or the original product will take the other’s market shares. For that reason, the owners chose to differentiate Hey Sugar.

Since this is a new brand, and not the first bakery; the brand’s point of difference is its unique DIY-bakery concept “Mix, Batter, and Bake” as well as an array of new desserts different from the original store. The owners also tried to introduce a name that is simple enough to tell people immediately what the store is about and give people a ‘fun’ perception to the store.

Hey Sugar Cupcakes

Hey Sugar’s value proposition has been clearly set out, and if people like its PoD, they will be positioned as the ‘first’ with that concept and succeed.