Gordon's: Shall we G&T down to business?
Principal authors: Richard Helyar and Tass Tsitsopoulos, Bartle Bogle HegartyContributing authors: Vishal Patel, Sunny Sandhu and Katherine Munford, Data2Decisions
1. INTRODUCTION
Conventional wisdom says that a brand succeeds if it offers something unique. It must be better in some way than its competitors. This paper isn't about being better, it's about leadership and why it can be more effective for the market leader to communicate the benefits of the category, rather than talk about its uniqueness.
Now, shall we get down to business?
Contrary to the impression you might...