The key to developing a new brand is ......
The key to developing a new brand is not to copy the competition but to be the opposite. That is exactly what Yogurtland did in 2006.
First there were self-service salad-bars where you filled your container and paid by the ounce. Why not do that in yogurt? Brilliant.
Laura Ries
http://ries.typepad.com/ries_blog/
PS This is so true. Everybody wants to copy what has done well. But that is a receipt to disaster because that space has been occupied already. In a world that has too much of everything you can be different or unemployed.
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