I am trying to figure whether the new Strategy Therapy course is just the piece of the puzzle to get started with Category strategy, or it also includes frameworks for languaging, creating content, lightning strikes, etc.
Loved the in-depth case study with Bud Light Lime. That's the kind of concrete example I love to read about. But I have a question: how is it that Bud Light Lime isn't an example of falling into the Line Extension Trap? Of course, it's a new category - lime flavored beer - but wouldn't it cause problems to the Bud Light brand? After all, according to the Law of Focus (I know you guys love Ries & Trout), the brand should only own one word/thing. Why not create an entirely new brand around the lime flavored beer and position it as the category leader? Really curious about this :)
Exhausting mini-book as always.
I am trying to figure whether the new Strategy Therapy course is just the piece of the puzzle to get started with Category strategy, or it also includes frameworks for languaging, creating content, lightning strikes, etc.
Loved the in-depth case study with Bud Light Lime. That's the kind of concrete example I love to read about. But I have a question: how is it that Bud Light Lime isn't an example of falling into the Line Extension Trap? Of course, it's a new category - lime flavored beer - but wouldn't it cause problems to the Bud Light brand? After all, according to the Law of Focus (I know you guys love Ries & Trout), the brand should only own one word/thing. Why not create an entirely new brand around the lime flavored beer and position it as the category leader? Really curious about this :)