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Branding 101
Create New Brand Categories
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It is widely believed that branding is about capturing the largest percentage of an existing market.
In fact, it is much easier to gain market share by being the only competition in a new category.
If you are the only one in a category, then you need not worry about brand competition since there really is no direct competition.
For example, CNN was the first all news channel, MTV was the first all music channel, and ESPN was the first all sports channel.
None of which were close to being the first television channel, but they were all first in their respective categories.
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