Christopher Lochhead Follow Your Different™ cover image

381 Chicken Cock Whiskey & The King: Matti Anttila on the Art of Brand Revival and Celebrity Partnerships

Christopher Lochhead Follow Your Different™

CHAPTER

Harnessing Category Design

This chapter explores category design and the significance of engaging with enthusiastic consumers in niche markets. It highlights the advantages of startups in crafting innovative products and brands, emphasizing the agility and creativity that allow them to thrive compared to larger, more rigid corporations.

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