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.

What to learn more? Try asking 
Virtual Dan White.


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  • Home
  • Books
  • Illustrations
    • Marketing
    • Brand Development
    • Brand Experience
    • Innovation
    • Communications Strategy
    • Media Roles And Characteristics
    • Creative Content
    • Pricing & Sales Promotion
    • Measurement
    • Data and Analysis
    • Brand Review & Planning
    • Brand Extension
    • Mental Processes
    • Business >
      • How Creativity Delivers Competitive Advantage
    • Business Story Telling
    • Case Examples
    • Wellbeing
    • People Skills
    • Life Hacks
  • Articles
  • Media
  • Services
    • Consultancy
    • Speaking Engagements
    • Training for B2B Professionals
    • Market Research Training
    • Visualisations
  • Merchandise
  • Contact