Brawny Academy: Where women send their husbands to clean up their acts

Brawny paper towels, a familiar household brand since the 1970s, achieving awareness levels in excess of 90%, had become, by 2004, undifferentiated in a low-interest, commoditized category with no clear product attributes.

Brawny Academy: Where women send their husbands to clean up their acts

BELONGING TO A COMMODITIZED, UNINVOLVED CATEGORY.

“There are all of the warning signs that the paper towel category is on the verge of becoming undifferentiated and commoditized...

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