#6: Think Like a Challenger!

This is the recording of a live session.

Today even to stay at the top you must think like a challenger. 🍒

That's because every category is so cluttered, the consumer's mind space is limited and so are here needs!

(A sunscreen must protect me from the sun. And a lipstick must look pretty, stay for long, have my shade.... what else?!)

Now if you're launching yet another brand in skin care - how will you challenge conventions? How will you challenge category codes?