Ramping Your Brand Quotes

“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.”
― James F. Richardson, 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.”
― James F. Richardson, Ramping Your Brand: How to Ride the Killer CPG Growth Curve