Category Disruption Article featured at Popon.net
David Lemley’s article Category Disruption has been featured at Popon.net as the lead article for the site’s retail section. In the article, Lemley discussed how consumer facing brands can use positioning as offense to increase customer loyalty.
“These Category Disruptors have another thing in common: they created positioning strategies to exploit the vulnerability of an established Category. These exploitations were not new technology-centric ones but, rather, new positioning. Each used positioning techniques to go on the offense and to transform a Category by removing its traditional boundaries.”
This is the second article by David Lemley to be featured at Popon.net. The first article ends on a sassy note, typical of the author’s style., “Authenticity is not for wimps. It’s called long term business (Brand) strategy. Authenticity requires telling the truth about what you believe in, what you stand for and not changing your position for short-term gain. It’s something that advertising agencies typically do not excel at because there is no media spend. So, next time your ad agency starts talking about Brand as a media spend, it may be time to clean house.”