Greg Thain

“only manufacturers can pursue a more specific type of branding where they discover new consumer wants, satisfy them with a functionally or emotionally superior product and attach the benefits via advertising to a specific brand name. This is why a retailer has trouble generating the same credibility as a brand like Crest toothpaste, which continually invests in its ‘healthy teeth for children’ positioning, or Axe deodorant, which targets young males with the fantasy of ‘women making the first move.’ Even manufacturer master branding is more targeted than retailers, because it is usually category specific: Lean Cuisine has more specific associations in frozen food than, say, Safeway.”


Greg Thain, Store Wars: The Worldwide Battle for Mindspace and Shelfspace, Online and In-store
Read more quotes from Greg Thain


Share this quote:
Twitter icon

Friends Who Liked This Quote


To see what your friends thought of this quote, please sign up!

0 likes
All Members Who Liked This Quote

None yet!


This Quote Is From


Browse By Tag