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S03.EP18 - Brand Positioning with Ulli Appelbaum
JUST Branding
Is There a Better Approach to Building a Product?
The other way to go, and that comes back to one of these 26 territories, is to find a substitute category in which your product looks better than its original categories. So for example, you could look at the soda category and say, okay, I only have 40% sugar, but I have 20% or 10% fruits compared to a soda. Absolutely. That's definitely a way to go.
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