The Strategy to ESCAPE Competition and Build Creative Monopoly for Challenger Food and Drink brands - Alex Smith
HUNGRY.
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How to Maximize Your Value
If you offer value that people can get from elsewhere, which is the case for 99% of brands without question, you're a commodity. If you were a brand that offered unique value, then you wouldn't really be competing at all because you just happen to be the only brand who's doing that thing, right? So the strategic brands are essentially the ones who have figured out what that thing is and put themselves into a non competitive context where they're not a commodity. You can still be a billion dollar brand in principle, but you can be abillion dollar commodified brand.
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