Making A Plan To Grow Your Market Share |
If you do not infuse your brand, with this "customer essence," two things can happen and both of them are bad. They might never assign a real brand meaning to your product, in which case you have no other meaning beyond USP or category benefit, or they will fill the void with their own belief in which you do not have one brand but 100,000 brands. In both cases, changing their behavior and asking them to choose differently becomes almost impossible unless you lower the price point, which emphatically says, "this is a commodity, and we are the cheapest."
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