Do You Have a Brand That Has Distinctiveness?

Apple's latest iPhone is based upon distinctive features, but it is done in a very distinctive way. I remember when I first read the book, I was thinking, Jesus, it's going to be, you paint sort of a bleak picture for smaller brands. But there's nothing that says that a big brand can't lose share and that a small brand can't gain share. Double jeopardy does not say small brands are weak. Nor does it say that big brands have inherently, you know, any great strength they have, but they have more mental and physical availability.