Tackling ‘muscle memory’: Brands in new categories on disrupting norms to grow
Niamh CarrollBrands in emerging categories often have to be disruptive in how they approach product, price and place to create value in unchartered territory.
Brands in emerging categories often have to be disruptive in how they approach product, price and place to create value in unchartered territory.
In the first of a new series looking at how brands are addressing category challenges to grow, marketers discuss how to drive awareness, not only of a new brand but an entirely new category.