“The only Brands and Innovation that survive are those which create NEW CATEGORIES”
The Golden# Rule is the consequence
of another two inexorable Rules:
The Categorization# Rule and the Polarization# Rule
All markets grow by subdividing. There is an unprofitable, short-termist subdivision, which is SEGMENTATION, but there is also another, more ambitious and sustainable subdivision: the CATEGORIZATION.
Only two brands survive in each CATEGORY: the LEADING brand and the PRICE brand… and sometimes only one.