SMART MARKETING
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When a new category emerges, one or two brands typically establish themselves and define the category mainstream. Subsequent entrants need to provide a reason to be bought by offering either a premium or budget alternative or positioning themselves as the best at an aspect of delivery that some people value highly.

In mature categories, the ideal portfolio has a strong brand in each segment.

Check out 'The Smart Marketing Book' for examples of companies that have built strong brand portfolios based on this thinking.


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  • Home
  • Books
  • Illustrations
    • Marketing
    • Brand Development
    • Brand Experience
    • Innovation
    • Communications Strategy
    • Media Characteristics
    • Creative Content
    • Pricing & Sales Promotion
    • Measurement
    • Data and Analysis
    • Brand Review & Planning
    • Brand Extension
    • Mental Processes
    • Business
    • Case Examples
  • Articles
  • Media
  • Services
    • Consultancy
    • Speaking Engagements
    • Training for B2B Professionals
    • Market Research Training
    • Visualisations
  • Contact