Consumers make choices. Either consciously or sub-conciously, before they use your brand, they consider their options.
And let's be clear, this isn't just about purchase, it's about use. Once they buy, they still have to decide to use. And this is important because it's only after use that they can reward you with...repurchase.
Stories of brands that failed to understand their competitive set are legion. Oh most of us understand the core-category competitive set (who is… Continue