Martin Bishop, Author at Branding Strategy Insider

The Drivers Of Leading Brands

Years ago, I worked for Hills Bros coffee. We were the #3 brand having a tough time competing against the market leaders (Folgers and Maxwell House), struggling in many markets to keep our product in distribution. But we had one market, Chicago, where we were runaway market leaders with 4x the share of anyone else. In that market, nothing that Folgers or Maxwell House tried to do succeeded in dislodging us.

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