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

Harvard Business

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. P&G is unparalleled in developing and positioning personal care and laundry products, but it didn’t have the capabilities to maintain Iams’ distinctiveness in the suddenly more competitive pet food arena.

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