MediaPost – How to Move from Challenger Brand to Household Name

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Brands entering a cluttered industry, or a category where one or two brands control consumers’ headspace, often feel they have a daunting road ahead. Their questions include:

— How can we capture consumer attention beyond shelf space? 

— How do we compete with brands with 10x the budget expenditure? 

— If I do manage to get consumers to try our brand, how do we keep them coming back?

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