Asking consumers what they want is so passé.
NEW THINKING
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Niraj Dawar, Author at Branding Strategy Insider - Page 3 of 5
Where do you get your best ideas? Are they all from within your industry?
You’re either pregnant or you’re not. And the market for pregnancy testing kits would appear to be similarly dichotomous: you either need a pregnancy test kit, or you don’t.
Brands in a category are typically more similar than they are different. They have to be. They’re both trying to appeal to the large middle of the market.
