RV E6 - Year End Planning, Brand Moves In This Economy, & The Alignment Trifecta | Tik Tok Live 18
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Creating Demand Versus Capturing Demand
When should companies in established categories focus on damning versus creating demand? People aren't looking for what people are not in market to buy. We're the sixth player in a commodity category. There's no way we're going to win. The winner is going to take a majority of the market share and we're sixth in the totem pole. They like to just pretend that marketing is the problem when a majority of companies fail to reach their ambitions or their goals due to business level problems, not marketing level problems.
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