Grant McCracken: Nike Vs. Skechers: How To Battle A Brand Titan

Grant McCracken: Nike Vs. Skechers: How To Battle A Brand Titan
Advertising

What does Marketing 101 tell us about fighting titantic brands?

Grant McCracken, Cultureby
  • 30 september 2010

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.)

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