How Do You Build Brand?

Dreft knew in advance that copycets were coming a clothing drift, or like parts of it. What did you do in anticipation? And how did you maintain the premiumness of drift? Ye, kind of our premise was that asas markets, because of where we were in the cycle, would be commoditized,. That would include our own so even though we were creating a new category, if anything that we thought was correct in any way, then we ourselves would get commoditized pretty quickly.

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