Build a Better Swiffer

P&G struck gold with Swiffer, building a billion dollar mega-brand that capitalized on the insight that consumers want a better way to achieve a quick clean and a unique microfiber techology R&D discovered in Japan. Swiffer was quickly knocked off by many in the cleaning category, but none have been able to compete with Swiffer’s great branding, easy to remember name, and pipeline of innovations and extensions.

Not surprisingly, most of the competition came in with me-too carbon Swiffer-copies, offering little but a lower price point. Until now…

Finally, a company has looked for a weakness in the Swiffer product model and is offering an alternative with a real point of difference. The clever folks at Method have designed the oMop, an ergonomic (and slick looking) mop with a machine washable microfiber head - no need to dispose of the head means less waste goes into the environment (consistent with Method’s value proposition as an earth friendly brand) and less money is spent on the refill stream. It’s a dual benefit - for the consumer and the planet.

This is a perfect example of using a competitive entry as a jumping off point rather than simply fast following by cloning the product with little point of difference. Instead of jumping on board, why not be a 2.0 version?Don’t forget, the iPod wasn’t the first MP3 player. It was just the first one to get the product proposition right.

When it comes to new product development, being fast to market without a salient point of difference rarely wins the day. Spend time thinking about your brand, the gaps in the competitor’s offering, and find a way to add value on a new dimension. Don’t ape. Innovate!