
The Strategy to ESCAPE Competition and Build Creative Monopoly for Challenger Food and Drink brands - Alex Smith
HUNGRY.
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The Secret to Building a Brand
The secret of successful brands is to focus on the core audience for that product. Instead of answering a need that people already have, it's creating a need which they don't currently know they have. Most curry paste out there are just kind of like Answer The Need and then tap into the desire in other parts of the supermarket. But if we could bring that down to the classic example, let's take Harley Davidson as an example. They're playing poker while everyone else is playing Appjack or something similar.
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