Graeme Newell

What Liquor Can Teach Us About Smart Marketing Strategy


  • When most of the products in a category aren’t much different from each other, brands must transition from belaboring minuscule feature differences to building the ego of their customers.
  • Companies must have the courage to honestly assess when their product category has matured, then decisively move away from feature marketing.
  • Great companies have one thing in common – their products are usually not that special, but they have learned how to attach an amazing customer-obsessed brand connection to those average products.

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