Tell Us How You Feel With A Text ReviewThis episode discusses the hire wire act so often walked by challenger brands; the need to both cue their category as well as disrupt their category. To cue a category means aligning a brand with existing consumer expectations and elements of a product category, ensuring recognition and understanding. Conversely, disrupting a category involves innovative solutions that challenge norms and redefine expectations, allowing a brand to gain a competitive advantage. It emphasizes that successfully balancing these two approaches is crucial, as too much emphasis on one can lead to either blending in or alienating potential customers. Perfecting this balance requires a deep understanding of the customer, effective communication of the disruptive value proposition, and through understanding of a category's codes.If you are interested in the original source material for this episode, just reach out to Gordon for a copy.

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