Research Means Business.
There is a right way to conduct research to grow your market share and a wrong way. Unless you are asking the right questions, your research will fail.
Go Beyond Theory to Steal Share.
You must go beyond theory and identify the emotional drivers of your target audience and use tough-minded strategies and positioning to steal market share from the competition.
The Process Does Count.
Stealing Share has developed a unique process unlike any other brand company in the world that is designed with a single purpose, to steal market share.
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Being First is SecondaryDispelling Brand Myths
“Being first in the market is most important — Being best ensures your success” No, being first only assures your brand of an entrance opportunity. The market graveyard is littered with failed and failing “firsts.” Miller Lite is a perfect example. Being biggest simply says no one has successfully challenged you. SONY was once the world’s biggest electronics brand. Today they have given up leadership in VCRs, TV’s and just about every other category that they once dominated.
A Telling Example
Over 40 years ago P&G launched Pampers brand disposable diapers. Pampers built the category and by 1968 they owned the category — with the brand name becoming synonymous with the delivery system. It quickly became P&Gs most profitable and dominant brand. The brand continued to build the category stressing product efficacy and innovation. But something happened in 1968.
Kimberly-Clark entered the market with Huggies. It quickly become P&Gs biggest competitor. But Pampers forged on. They sold leakage protection, barrier leg cuffs, absorbency and a host of other product innovations. What they did not sell was a brand. 
P&G looked to further segment its market and launched LUVS. 
Huggies now dominates the disposable diaper market outselling both Pampers and Luvs combined. P&G confused brand with efficacy and continued to tout product innovation and features, leaving "caring Mother" to Huggies. Pampers sold the best diaper money could buy. Huggies sold the best mother you could possibly be. Huggies built a brand and Pampers built a great category. The moral of this story is that brand is not about R&D and product features and never has been. It is all about the target audience you need to influence. Tell your customer who they are when they choose your brand and not what your brand can do... leave that story to the category descriptors.
