Why To Create Category, Not Brand?: The Iceberg (Episode 10: S1)

Why To Create Category, Not Brand?: The Iceberg (Episode 10: S1)



Some marketers think that category comes first and brand second. They are in love with their brands and never want to lose them. If anyone brand is successful and famous, they want to attach the original brand name with their all other brands. To take the benefit of shelf space, instant sales, etc.

All of a sudden, they forget the most important part of the life of the brand: what made them successful in the first place.

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