In the first chapter of Allen Adamson’s ‘Brand Simple,’ it is stated that, “to make a brand worth ‘saving as,’ you’ve got to come up with a different meaning for your brand relative to other brands in your category. The difference in meaning has to be simple to understand. It can’t be a complicated concept in any way.” When I read the requirements for this assignment and saw that we needed to identify a brand that lives in my head while serving as a promise linking a product or service to a customer, this quote from the ‘Brand Simple’ made my decision easy. I just so happened to be planning a weekend trip to Ames, Iowa for the Iowa State vs. Kansas State football game and was charged with the task of organizing the food for the tailgate. Whenever it comes to anything related to meat or grilling, there is only one place, one brand that I trust to fill that need. That place is the Local Pig butcher shop located in the west bottoms of Kansas City, Missouri.
Why the Local Pig? Well I too like to keep things simple and their mission statement summarizes my reasoning perfectly by saying, “we believe in local farms, humanely raised meats, and damn good eating.” Since 2012, the Local Pig has served as Kansas City’s only full-line butcher shop dedicated to local products. During their nearly three-year existence, the Local Pig has done a fantastic job of utilizing the BrandAsset Valuator to offer differentiation, relevance, esteem and knowledge while building a positive reputation and following.
As someone born and raised in Kansas City, I will go out of my way to support anything and everything Kansas City related as long as it meets my high standards for quality and customer service. Since the moment I first walked in to try the Local Pig they have not only met, but exceeded those expectations. Again, to put it simply, when it comes to meat – they are the best and indeed provide ‘damn good eating!’