One of the prime paths to business success is product differentiation. Your product doesn’t have to be better as long as people think that it is. Detergent is detergent but people buy Tide because that cool yellow and orange swirly thing on the container stands out. Put that cool upside down circle “Y” on a Chevy and people will envy you thinking that you can afford a Mercedes.
A jewelry store here in Siesta Key may have carried product differentiation too far. Homemade signs on its front door declare “I Love Trump Because He Pisses Off People I Can’t Stand”, “F@#* Joe Biden, You’ve Done Enough Damage”, “One In Every Three Biden Supporters Is As Dumb As The Other Two”, “Biden Is Evil and Feeble At The Same Time”, “Only You Can Prevent Socialism”, and “Traitor Joe’s Everything For Sale (with a picture of the White House).
That “product differentiation “ surely cuts the jewelry store’s customer base in half though Florida did re-elect Ron DeSantis by a significant margin last year. The jewelry store recognized this with a photo of Governor Ron labeled with the “Top Gun” logo script saying “Top Gov”.
I was staring aghast at this when I was joined by my wife on the sidewalk outside the store. A rather slovenly woman emerged from inside, noted my displeasure at the signs, and said, “Nice of your grandmother to join you.”
Insulting potential customers is NOT product differentiation even in Trump / DeSantis Country. Crude political signage might be though.
By Ed DUfton