Brand Strategy Specialist, Professor David Arker Explains Must Halves

Clue is trying to create a new sob category inthe competitive intelligence space, competitive enablement. Winning is not based on brand preference or better but rather on being the only, at least the most relevant brand for a sub category. Competitors lose because they lack the new must halves this sub category brings. The prerequisite to sub categories is feature parody with the traditional categories.

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