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  1. Chris Radford
    Mar 14 - 7:30 am

    If you know the reasons why people buy your soap brand (other than price) then you understand the most important thing about your brand. If you are not sure about this. Then I would encourage you to find this out before moving into a new category. You can do this with formal or informal market research by talking with consumers and customers.

    Once you know this, then the question is can you harness this reputation of your brand in the new category. If your reputation is relevant to the new category then you have a good chance. If it is not then you will struggle and may weaken your brand.

    Dove is a good case study, but do not just metoo Dove (they will win). Find your own path.

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