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Break away from the pack How ransforming category language kepps your brand safe from substitutes

Break away from the pack How ransforming category language kepps your brand safe from substitutes

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Published by BertrandChovet

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Published by: BertrandChovet on Sep 23, 2012
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09/23/2012

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Bjqep meonkgddjer mepe
Bjep ru`(meonkgd djer mepe
 
@peoc oto{apjh ~me |obc
Mjt ~pogrjphkgd bo~edjp{iogduode cee|r {jup `pogn roepjh ru`r~k~u~er
 
 
Kg~ep`pogny \d' 0
@peoc oto{ apjh ~me |obc6mjt ~pograjphkgd bo~edjp{iogduode cee|r {jup `pogn roaeapjh ru`r~k~u~er
^mkgc `obc ~j {jup ior~ ~pk|~j o ru|ephopce~' Or {jurboggen ~me rmeier) nkn {jugj~kbe ~mo~ rjhe bjh|e~k~jprtk~mkg ~me rohe bo~edjp{ure ~me rohe nerkdg buer jg|obcodkgd: K {ju nkn) k~ torgj uce jbbuppegbe' Tk~mkgbep~okg bo~edjpker) ~mepe kro nkr~up`kgd ~pegn ~j jiijttmo~ bog jgi{ nerbpk`en orjphuio nerkdg |pkgbk|ier'
^me rkh|ier~ ogn eorker~ e}oh|ie kr kg ~mebepeoi bo~edjp{' Dpog~en) ~me bo~edjp{ kre}|ognkgd tk~m hjpe meoi~m(bjgrbkjurjepkgdr) `u~ eeg ~mepe) ~me puier j nerkdg ope ~me rohe' Mjt kr ~me bjgruhepru||jren ~j rmj| ~me bo~edjp{ k eep{~mkgdkr ~me rohe„rohe bjijp |oie~~e) roheopbmk~eb~upe) rohe rkii{ bop~jjg bmopob~ep)rohe |pjnub~ neikep{) rohe hkic r|iorm*|jup) ogn rohe r|jjg: ^me jphuio njer gj~eeg bmogde pjh bjug~p{ ~j bjug~p{„k~ krr~pkb~i{ jiijten on goureoh' Mjt kr ~mkr|jrrk`ie) ogn tmepe ope ~me odegbker ognonkrjpr ~j bjhhogn j~meptkre:Roni{) ~mkr `ikgn nerkdg bpkhe kr bjhhk~~enkg hjpe bo~edjpker ~mog fur~ bepeoi' Mjge{)|jtep npkgcr) djuphe~ `krbuk~r) iougnp{ne~epdeg~) rmoh|jj) |or~o roube) ognhj~jp jki -~j gohe `u~ o et+ oii oii |pe{ ~j~me rohe r~odgog~ ogn |penkb~o`ie ~mkgckgd'Ajp e}oh|ie) tk~mkg ~me o`pkb rj~egepbo~edjp{) Bofjikge*Rguddie -Ugkieep+ kgApogbe kiiur~po~er k~r |obcodkgd tk~m o ~enn{`eop |io{kgd tk~m o ~jtei' Rju|ikge*Rj~iog-Bjido~e(\oihjike+ ~ocer og ehj~kjgoio||pjobm or teii) rmjtkgd o get`jpg `o`{jp hj~mep tk~m o `o`{ tpo||en kg o ~jtei)tmkie Hkgknju*Rkiog -Megcei+ egpkbmen k~r|obcodkgd tk~m o |mj~jdpo|m j o hj~mepckrrkgd mep `o`{' Hjpejep) Bjhjp~-Ugkieep+ kg ~me UC urer og equoi nerkdg j o hj~mep tk~m mep `o`{) oii egbo|ruio~en `{o meop~) tmkbm ~me Rju|ikge `pogn -Bjido~e(\oihjike) Eupj|e+ mor oirj pebeg~i{ onnen'
`{ Apen Pkbmopnr ogn @ep~pogn Bmje~
Bepeoi ogn ao`pkb rja~egep bo~edjpker
 
@peoc oto{ pjh ~me |obc6mjt ~pogrjphkgd bo~edjp{ iogduode cee|r {jup `pogn roe pjh ru`r~k~u~er
 
Kg~ep`pogny \d' 2
Tmepe moqe oii ~me `pogn duopnkogr djge:
 ^mkr `edr ~me j`kjur quer~kjg6 Tmepe ope~me nerkdg bjgrui~og~r kg oii j ~mkr herr:Ope ~me{ rj o`rjp`en kg |pjnubkgd mk| ognbuppeg~ nerkdgr ~mo~ ~me{ ~jj de~ ijr~ kg ~meiogduode jp) tjpre {e~) ~me ~pegn j ~me no{:Nerkdg bjgrui~ogbker moe o ugnoheg~oiper|jgrk`kik~{ ~j onkre ogn |urm `obc jgo `pke or ~me{ dukne ~mekp bikeg~r ~j getieeir j bpeo~ke `pogn e}beiiegbe' ^me{hur~ per|eb~ ~me puier j ~me bo~edjp{tmkie ieepodkgd ~me j||jp~ugk~{ ~j bpeo~etmk~e r|obe ogn jtgo`ie) neegno`ie `pognequk~ker tk~m tmkbm ~me `pogn ogn bjgruhepkneg~k{' Eorkep rokn ~mog njge/Ui~kho~ei{) ~me rk~uo~kjg `jkir njtg ~j ~pur~)ugnepr~ognkgd) ogn |eprjgoi peio~kjgrmk|r'Nerkdgepr moe ~j uii{ bjh|pemegn ~me`pogn‛r hopce~kgd j`feb~ker) or teii or ~mebjh|e~k~ke iognrbo|e' Hjpejep) bikeg~rmoe ~j ~pur~ ~me nerkdgepr‛ o`kik~ker ~j bpeo~etmk~e r|obe tk~mkg ~mo~ opego„o |pjberr~mo~ bog hoce `j~m |op~ker ugbjhjp~o`ie'Ugjp~ugo~ei{) okiupe ~j ugnepr~ogn) ikr~eg)ogn egdode kg bjgr~pub~ke nkoijdue nupkgd~me ~khe j bpeo~kjg j~eg ieonr ~j bo~edjp{hoiokre' Nerkdgepr ope ob~kei{ egbjupoden~j jiijt ~me ~pegn j ~me no{ -gj ho~~epmjt iohe jp j`kjur k~ kr+ kg og o~~eh|~ ~j|iobo~e jp eg~mpoii ~me bikeg~) tmj ho{ ree~me bo~edjp{ iogduode ogn j||jp~ugk~{) `u~gj~ ~me ui~kho~e |pkve' Kg ~me egn) ~mkr morie~ ~mere `pognr |op~kbuiopi{ uigepo`ie ~j|pko~e io`ei `pognr) tmkbm eorki{ onj|~ obo~edjp{‛r hopcepr„ogn reii ~me |pjnub~o~ o ijtep |pkbe'
\pkqo~e io`ei `pognr6r~jieg kneg~k~{ njge pkdm~ 
Jep ~me |or~ ?< {eopr) te moe reeg ogkh|pjeheg~ kg |pko~e io`ei `pognr nue~j ~me ijtep bjr~ j |pkg~kgd' Kgneen) oGkeireg pe|jp~ pjh io~e Gjeh`ep 0<<=r~o~er ~mo~ roier j |pko~e(io`ei `pognr kg~me U'R' dpet ~j UR. =? `kiikjg kg 0<<=) o?<'0 |epbeg~ {eop(jg({eop dpjt~m eprur0<<4' ^mo~‛r `eboure |pko~e io`eir moe)ogn bjg~kgue ~j) bjgrjikno~e r~pjgd r~jpe`pognr ~mo~ bog e}~egn teii kg~j nkepeg~bo~edjpker) ogn rubbeen kg npkkgd roier'
-Ree hjpe kg ~me Boppeajup rkne`op'+
\pko~e io`ei `pognr o||eop hjpe pequeg~i{~mpjudmju~ o r~jpe) tmkbm hui~k|i{~jubm|jkg~r ogn bpeo~e hjpe jbborkjgrjp |upbmore' Apequeg~ o||eopogbe oirjbpeo~er hjpe ohkikopk~{ tk~m ~me io`ei)tmkbm kgbpeorer pe|u~o~kjg) ner|k~eonep~krkgd ~mo~ kr ijtep kg bjh|opkrjg ~jhoguob~upepr‛ `pognr' Onnk~kjgoii{) tk~m|pko~e io`ei `pognr) rmj||epr bog `edkg ~jijjc o~ o r~jpe or o ner~kgo~kjg ~j agn ~mekp~pur~en `pogn jp `pognr' Ajphuiokb nerkdgjgi{ mei|r ~mere |pko~e io`ei `pognr hjpe`{ hockgd k~ eor{ ogn ojpno`ie ~j bpeo~e objh|e~k~ke ijjc jp ~mekp |pjnub~r'
Bjgruhep e}|eb~o~kjgrogn `pogn ru`r~k~u~kjg
 Bmogder kg bjgruhep e}|eb~o~kjgr oirjru||jp~ ~me dpjt~m j |pko~e io`ei `pognr'Bjgruhepr gjt e}|eb~ ~j de~ hjpe ogn|o{ ierr jg o bjg~kgujur `orkr' Get ~j ~me|upbmore nebkrkjg kr ~me bjgruhep‛r mupniejp ru`r~k~u~kjg' ^me |epbeken bjr~ j ~meonnk~kjgoi ~khe ogn ejp~ ~mo~ kr pequkpen ~jijbo~e ogn obqukpe og ugookio`ie |pjnub~pjh og oi~epgo~e r~jpe jp bmoggei kr dpeo~'Kgneen) bjgruhepr‛ geen jp khhenko~e|upbmore ro~krob~kjg j~eg ju~tekdmr og{|epbeken robpkabe kg quoik~{ ogn `pogn|peepegbe' Rmj||epr ope r~pkkgd ~j roe ~me’gedo~ke ~khe*io`jp ~khe‘ kg ru|ephopce~rjp ne|op~heg~ r~jper kg jpnep ~j kgbpeore~mekp ’|jrk~ke ~khe*egfj{heg~*ohki{ ~khe'Pebeg~ pereopbm jgi{ bjgaphr ~mkr' OgKDN(Bjgruhep Pereopbm 0<<1 r~un{ rmjtr~mo~ tmeg o |pjnub~ kr ugookio`ie) ><|epbeg~ j bjgruhepr `u{ k~ o~ ogj~mepr~jpe) ?4 |epbeg~ neio{ |upbmore) 00 |epbeg~ru`r~k~u~e o nkepeg~ `pogn) reeg |epbeg~ru`r~k~u~e ~me rohe `pogn ogn ekdm~ |epbeg~nj gj~ |upbmore ~me k~eh'
Boppejup6\u~~kgd ~me rmj||epr‛bjgbepgr apr~
Boppejup obmkeen or~jugnkgd dpjt~m~mpjudm k~r |pko~e io`ei `pognr'Kg 0<<5) Boppejup„~me tjpin‛rrebjgn iopder~ pe~okiep j dpjbepker ognbjgruhepr djjnr„iougbmen o ~mkpndegepo~kjg j |pjnub~r ~mo~ tjuin hk}~me ijter~ |pkber kg eobm hopce~ tk~m orjbkoii{ per|jgrk`ie |pj|jrk~kjg'@oren jg rmj||ep kgrkdm~r ogn bo~edjp{pereopbm) Boppejup jpdogkven k~r jepkg~j ~mpee bo~edjpker6 Boppejup jpEep{no{) Boppejup Odkp -jpdogkb ogne~mkboi |pjnub~r+) ogn Boppejup Reieb~kjg-|pehkuh |pjnub~r+' Eobm bo~edjp{ mono nkr~kgb~ke ijjc ~mo~ oirj bjpper|jgnentk~m ~me iopdep hor~ep `pogn'Boppejup jp Eep{no{ kgbiunen jep=)<<< |pjnub~r ogn tor dkeg ce{ rmei r|obe) j~eg jg e{e ieei' Boppejup Odkp‛rrkh|ie ijjc ogn |obcodkgd ejcen ~meru`(`pogn‛r jpdogkb ogn ebj(bjgrbkjurbjg~eg~r' O hk} j biorrkboi ognuge}|eb~en dpo|mkbr tor uren ~j bjge{Boppejup Reieb~kjg‛r |pehkuh) u|rboiepogde j |pjnub~r'^me iougbm j ~mere |pko~e io`ei `pognrtor o mude rubberr' Gkge ju~ j ~egrmj||epr ope `u{kgd Boppejup |pjnub~r)tmkbm pe|pereg~r hjpe ~mog 05 |epbeg~j ~me ~upgjep'O ce{ j`feb~ke kg hoguob~upepr‛ ognpe~okiepr‛ |pjhj~kjgr kr ~j kgbpeore roier `{hj~ko~kgd `pogn ru`r~k~u~kjg' \pjhj~kjgego`ier `j~m pe~okiep ogn hoguob~upep ~jhee~ j`feb~ker tmeg `pogn ru`r~k~u~kjgjbbupr' @pogn ru`r~k~u~kjg kr kger~kdo~en`{ neeij|kgd roier per|jgre hjneirpeio~kgd eobm `pogn‛r roier ~j k~r jtg ognk~r bjh|e~k~jpr‛ opko`ier' R~jpe |pkbe)eo~upkgd) ogn nkr|io{ oii bjhe kg~j |io{
Boppeajup |obcodkgd ogn ijdj

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