“To uncover hidden category needs, don’t ask ‘How can I differentiate my brand from its competition?‘ but rather ask ‘What are the unmet needs that no brand is addressing?”
Janine Keogh, Category Insights Director, North American Brands, Kraft Canada Inc.
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
