Your Whole Company Needs to Be Distinctive, Not Just Your Product
MAY 19, 2016
Back in the 1980s, a company could set itself apart through scale, being the largest company in a category provided leverage over costs, back office processes, distribution, and marketing effectiveness. Consider, for example, the way many credit cards are marketed. 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.