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...

Not a subscriber?

Schedule your live demo with our team today