From share leader to true brand leader

This article argues that it is not enough for a brand to attain the largest market share, as many consumers see little benefit in sheer size.

From share leader to true brand leader

Susan Bernstein

There is a lot of advice available for the marketer who is number two or number three in a given category. Adam Morgan's Eating the Big Fish, for example, is full of insights for brands that want to de-throne the share leader. But what about the category leaders? Is it so simple for them just to cruise forward without worry? Clearly, being share leader today is no guarantee that a brand will lead tomorrow. Just look at brands like Sony, General Motors or Sears that at one time ruled...

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