Business Director of Brand Activation and Digital for Cb’a, Damien Sterbecq has 20+ years experience helping brands succeed in product packaging, retail and digital: the three main consumer touch points. (more…)

People learn by comparison.

They learn by comparing new things to the things they already know. That’s why redefining a category is much easier than creating a new one.

When you position your product in an existing category you’re essentially saying “it’s like something you already know but better”.

When you try to create a new product category you’re essentially saying “it’s like nothing you’ve ever seen before”.

That’s a provocative statement, but hard to learn by.