Your Whole Company Needs to Be Distinctive, Not Just Your Product
Harvard Business Review
MAY 19, 2016
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.