What does Marketing 101 tell us about fighting titantic brands?

What does Marketing 101 tell us about fighting titantic brands?

We have several options.

One is to to play the “size” card. We use our smallness to be more nimble. As trends in consumer taste and preference change, we change too…faster than the titan can. If we're really lucky, we will catch one big trend, early, and ride it to market shared. (Think Snapple.)

Another option is to play the “intensive” card. The titan is trying to be all things to all people. We try to be one very particular thing for one particular niche.

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