The brands redefining meanings with a return on innovation

In business, some categories rumble along for years, with everybody playing the same game, driving down costs, responding to customer needs and making the numbers. And then something changes. A market epiphany happens. And all the rules go out the window as new meanings arrive.

These market epiphanies are frightening when they happen to your business. But they are exceptionally lucrative when you make the market, rather than the market making you.

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