Complete and specialist. Two contrasting ideas that constantly compete in every category.
The completist view is that offers should be as full and comprehensive as possible. The specialist view is that offers should be precise, exact and targeted. There’s truth in both. Comprehensive insurance takes the hassle out of cover. No need to get car, home, pet etc – there’s one policy to rule them all.
The specialist counter-argument is that general cover cannot possibly take into account all the foibles and needs of precious Tiddles, so only specialist cover can truly ensure peace of mind.
The curious thing about this debate is that categories tend to swing from one to the other over time. Think of products like nappies and razor blades. Blades, linings, wings and all manner of gizmos get added in order to stay ahead of the pack and present an ever-more comprehensive offer. But eventually a tipping point is reached where things get too complicated and choice fatigue sets in. Consumers swing back the other way, to simpler, more precise offers that are less fulsome – but good enough.
There’s always a tension between what a brand could do – the expansive pull of innovation and the need for ‘new news’. And the often-reductive push of the consumer, who has limited time, budget and attention.
For brands, this means that a great idea is not enough – that idea needs to match the mood of the category. As ever, relevance is the watchword. In ideas, it’s not just what you know, it’s when you know it. Want to know if your next idea is better positioned as a ‘complete’ or a ‘specialist’? Let’s talk about how to find the right fit for your brand and category.
