October 2009
Intermediate to advanced
272 pages
5h 1m
English
There’s one big difference between branding on the Internet and branding in the real world.
In the real world, there is always room for a number two brand.
There’s a reason why number two brands can lead a healthy life on the outernet. They serve a need, not just for the consumer, but also for the trade.
Would a supermarket just stock Coca-Cola and not a second brand? No. The second brand gives the supermarket some leverage against the leader. “If Coca-Cola won’t participate in our weekly promotion, we’ll ask Pepsi-Cola.”
The unspoken implication of every request made ...