Sheree Motiska's Profile

If your brands don't stand for anything, you have to sell your products on "price." And it's very difficult to make money by selling your products cheaper than the competition.

In our work with many companies, we find similar thinking. Almost every company wants to get bigger in order to increase sales and profits. And they take steps in that direction by branching out into many different businesses and many different markets.

That's not a strategy. That's a road to mediocrity.

What does work in marketing? Dominating a category. Nothing is as effective in marketing as dominating a category.

Too many companies emulate the leader and try to be better, when they should avoid the leader and try to be different.

It takes a storm to determine which boats are seaworthy and which boats are not. It takes a recession to determine which brands are strong and which brands are not.

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