Category Connoisseurs vs. Brand Advocates
In Youngme Moon’s captivating book Different: Escaping the Competitive Herd, she posits that product categories have augmented benefits beyond the average consumer’s ability to tell the difference between any two brands. For example, take toothpaste. When in the toothpaste isle at the grocery store a consumer sees whitening, tartar control, natural, anti-cavity, fluoride, and bad-breath-fighting […]
