A few months ago, I postulated that Groupon, while good for consumers, may not be good for brands.
Whether that turns out to be so, Groupon certainly appears to know how to build its own brand.
With a business model that’s relatively easy to replicate—literally hundreds of competitors have jumped into the space in the past year, including non other than Glen Beck, Groupon is determined not to be a mere coupon distributer or promoter of “cheap pizza or sushi for everyone who wants to hire it.”
As reported in the New York Times, Groupon’s aim is more lofty than that: to be “perceived as in impartial guide to a city or a neighborhood, somewhat in the manner of the local paper’s weekend section.” To achieve this worthy goal, Groupon has hired over 400 writers, and editors, who bring stories, texture and humor to their clients offers.
This is an important and smart positioning, and one that I suspect will serve Groupon well, as it faces the swarm of competitors looking to steal a piece of its enormous honey comb.