A brighter outlook

Morgan, Adam
October 2004
Brand Strategy;Oct2004, Issue 186, p30
Trade Publication
This article presents strategies for brand differentiation. Challenger brands need to find new kinds of opportunities in their categories to compete and survive, they cannot compete head on with the superior firepower of the establishment brand, so they have to find a territory that is fresh and new. Reflective insights are those that reflect or shed light on the current status of a category, the consumer and the brands within it. Insights of opportunity are the second kind of insight. Useless at framing the current problem, they outline possible opportunities for the brand and category. Take Lush, the bath and cosmetics retailer. It has taken the freshness and the colour and sensory overload of the deli, and built it into its category.


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