
Bullshit strategy - and how to avoid it
The WARC Podcast
Understanding Category Context and the Importance of Relative Positioning in Marketing
This chapter highlights the significance of considering the category context in marketing, stressing that brands should not only focus on individual product quality but understand its market positioning. It also discusses how lacking a strategic approach can be more detrimental than having a flawed strategy, citing Kodak's decline as an example.
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