In E78 of Localogy‘s This Week in Local podcast, I sit down with Brandmuscle‘s SVP of Product James Morse to talk about the ins and outs of achieving dominance in a given category. In Brandmuscle’s case, the category is Beverage Alcohol.
Morse explains why it is so important to understand the ins and outs of any category you want to dominate as an agency. This is particularly the case for a complex and highly regulated category like alcohol, the category where Brandmuscle has achieved market dominance.
Morse demonstrated this himself at Localogy’s recent L24 conference in Texas. At that event, Morse offered a concise and entertaining history of the beverage alcohol industry. He covered it all, from before Prohibition to the three-tiered system governing the industry today.
Keys to Category Dominance
On this episode of This Week in Local, Morse shares what he thinks are the keys to category dominance.
So in addition to mastering the intricacies of the industry in question, Morse says agencies must understand the complete customer journey. And not just your agency’s place in that journey.
“If you really want to dominate a category, you have to put your mindset in the customer’s mindset,” Morse says in the episode.
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