I’ve been reading “Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders” by Adam Morgan, and as any AdWeek publication, it is a wonderful and captivating read filled with a lot of actionable insights.
Today I wanted to point out the important trend that consumers expect that every service category has more and more in common. Back in the 1970’s and 1980’s every service category had its own rules of engagement with its consumer:
- car dealers treated you one way,
- fast food treated you in its own fashion,
- airlines were airlines,
- and son on.