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S04.EP07 - Uncovering Insights & Measuring Brand with Dan White
JUST Branding
The Importance of Category Entry Points in Marketing
The big debate marketing really is whether or not a brand has to just stand for one thing. People have different needs within the same category you buy something, and therefore they might think of different brands depending on associations that come to mind. And it will have to if it wants to become big, it will need to come to mind in more and more context over time. We're going to ask what brands of mobile phone could you think of? Then we'll talk about why some people choose them while others don't.
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