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Saturday, 26 July 2008
 
 

Steal From The Market Leader

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Steal From The Market Leader

Category benefits are a poor substitute for brand meaning and brand definition. It is one of the major pratfalls in brand development and a trap into which many brands fall victim. Defining your brand by such benign promises is a sure fire bet to promote the market leader - not exactly what you have in mind when your goal is to grab market share and outsmart your competition.
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