Finding Market Gaps Through Segmenting

It’s a crowded marketplace. Now, isn’t that the understatement of the century? Are you stuck looking for a gap in the market? Something you can slip a product into? There is no question that these days you cannot copy a competitor and win, except on price. You’ll need a product that is different – or […]

How to Create a New Product Category

The dilemma facing modern brands is the plethora of products available and the complacency of the consumer to listen to (yet another) advertising message. To stand out from this crowd, you’re going to have to be different – and the best way to stand out is to create a new product category.   What is […]