5 Keys To Growing A New Brand
‘Buying a brand for the first time does not require a major conversion, just a bit of mental availability’ A new brand has to build ‘essential memories’, which are not about the brand superiority or differentiation, but simply what it is (eg a soft drink) and what is looks like (so it can be found). Therefore, it is key to define the category you are in, and that you are a plausible option in it....