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Your Whole Company Needs to Be Distinctive, Not Just Your Product

Harvard Business Review

For example, Iams pet food was one of the first premium brands; it sold to health-conscious pet owners, who purchased it only at specialized pet stores. In 2014, P&G sold Iams and its related brands (Eukanuba and Natura) to Mars, which had other distinctive pet food brands (like Whiskas) and thus had the requisite capabilities in place.

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