Classic marketing stuff. Definitely applies to the web but i do think the rules are changing with behaviour evolving so rapidly. Back when I was a brand consult

Classic marketing stuff. Definitely applies to the web but i do think the rules are changing with behaviour evolving so rapidly. Back when I was a brand consultant we often encountered situations with clients trying to launch new products (or innovations, as we referred to them in marketing breeze!), with the objective of changing the category. The general learning was that changing a category or changing consumers' behaviour in a category can be done but it's important to maintain "hooks" in the existing category norms.