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How to Fight a Leading Brand

Published in Advertising and Marketing, Advice, Ideas Be the first to comment on this article ►


Some brands become so dominant that their names are synonymous with the product type. We take it for granted, but think about it – Kleenex, Coke, Band-Aid. These are products that have embedded their names in such a way that the name itself is the product. How many people ask for a tissue? Coke is any cola drink, and we all use Band-Aids, regardless of who makes them. How about Jello?

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