CATEGORY LEADERSHIP AND GETTING BETTER.

Each Category has a brand associated to it, and if you are not that brand, then there is a bit of investing that you need to do. There are categories like beers, toothpaste or even clothing when you mention there are certain brand names that come up immediately. Those are the goliath brands of the industry that have shaped the category and a big but still leading.

If you find yourself on the other side, being the challenger brand with that category, then you will need to over invest on creativity in terms of how you communicate your brand message and the experience your customers will go through. There is a need for us to understand that within our categories, consumers do not view brands the same way the brands view themselves. They see only the leader of the category and everyone else, so we need to at the very least give them a reason to reference the brands that are not leaders.

Simple enough? Not quite, but this will definitely make the impact that is needed to your marketing efforts.