How to beat market leaders, steal customers Product benefits don’t beat market leaders Category benefits are a poor substitute to beat market leaders. Instead, you need brand meaning and brand definition. Category benefits are a major pratfall and trap. A sure...
Awareness does not equal preference Tom Dougherty, CEO – Stealing Share 27 April 2009 Can you hear me now? Well, Verizon, who doesn’t? The earnings announcement for Verizon Wireless impressed many because it rose almost 30 percent from last year, which in...
