There are many ways
to be first. Marketing, with its broad approach, allows for a wider view
than brand-management thinking – it allows you to think "category". You can
also change categories across different markets.
The key question
when you get a
→
New Product
to launch is,
"What category it is new in?"
→
Blue Ocean
vs. Red Ocean Strategy
By creating a "new category" (or the
→
perception of a new category) you become first –
the Leader.
>>>
When categories
change, so do
→
mindsets. They open up to a whole new range of
opportunities.
Everyone is interested in
what's new, but few are interested in what's
better.
→
Creating Sustainable Profits:
9 Questions To Answer
