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“You ultimately need to be more of an expert on your category than any buyer you meet. You should be able to embarrass your buyer with your category knowledge.”
― Ramping Your Brand: How to Ride the Killer CPG Growth Curve
― Ramping Your Brand: How to Ride the Killer CPG Growth Curve
“Within categories, relative price premiums confer a belief that the higher-priced good is, indeed, of higher quality.”
― Ramping Your Brand: How to Ride the Killer CPG Growth Curve
― Ramping Your Brand: How to Ride the Killer CPG Growth Curve
