by Dr Greg Chapman
What do you do if you want to enter a market dominated by two elephants who spend all their time going head to head in a war of attrition? Why you position yourself in a niche, and then make fun of the elephants.
In fact, this ad struck a raw nerve with some TV networks keen to avoid offending their elephant clients, so they banned it. However, the advertiser was still able to find stations happy to air it.
BTW, Sodastream, for those who don’t know, is a DIY drink carbonator, and is available in Australia.
May Your Business this Year be - As You Plan It.
Over to You. What do You Think? Post Your Comments Below. [Note to those seeking a free ride on our google ranking, blog spam will be deleted, but genuine contributions will be happily approved.]
Dr Greg Chapman is the Director of Empower Business Solutions and The Australian Business Coaching Club and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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