Consumers see brands as belonging to categories based on their own perception and life experience. Once consumers pigeonhole a brand, it is hard for the brand to easily change that category perception. For example, Kodak was THE brand name for film photography. It was also the company that invented the […]
View this recorded webinar to hear Ipsos’ Dave Gryga demonstrate how you can gain a deeper understanding of the level of distinctiveness for your brands, highlighting strengths to leverage and opportunities to further drive distinctiveness.