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2min chapter
Marketing Execs React To The Netflix Pepsi Documentary
Marketing Against The Grain
Is There a Long-Term Time Horizon?
To win a category, you first have to be for somebody who's normally the minority. Apple was like, Oh, we're going to be for these misfits and these creatives. And if we can win with them, then we can build market share from there into the broader consumer audience. The reason that too often a company focuses on the price or the features of its product versus the benefits is because of time.
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