Greg Thain

“The ideal category offers alternatives in all major segments, covers a range of price points and optimises impulse buying. Since retailers focus on categories, manufacturers need to view their brand as being part of a category, and should aim to create (or invest in) brands that have a category-strategic, rather than simply a brand-strategic, role.”

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