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Beer
fromEntrepreneur
2 weeks ago

He Tried a 'Weird' Idea in His Junior College Chemistry Lab. Now It's a Billion-Dollar Beer Company.

Ken Grossman built Sierra Nevada by creating a bridge product—hoppy pale ale—that introduced consumers to craft beer flavors they didn't know they wanted, rather than trying to convert the entire market.
fromEntrepreneur
6 months ago

The Branding Trick That Helped Dude Wipes, Colgate, Oatly, and Uber Rise Above the Rest | Entrepreneur

While unsuccessful entrepreneurs obsess over what makes their brand special, successful entrepreneurs instead ask a more powerful question to transform their business into an unstoppable brand: What am I fighting against? This is the concept of the " strategic enemy," which I wrote my new book about, and it is the most powerful yet underutilized tools in brand building. A strategic enemy is the oppositional force that your brand or category stands against. It could be a competitor, category, convention, or concept.
Marketing
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