If I said to my office manager, “Would you Xerox this for me?,” I think we’d all agree she would understand what I’d be asking her to do. But if I asked her, “Would you Konica Minolta™ this for me?,” would that even sound like it made sense?
And is there another brand that comfortably compares to Kleenex®? When my wife goes shopping, she makes a list first so she won’t forget anything. Sometimes that list will include facial tissues, but she’ll invariably write ‘Kleenex’.
How does a firm compete for branding without spending massive amounts of advertising money?
And is there another brand that comfortably compares to Kleenex®? When my wife goes shopping, she makes a list first so she won’t forget anything. Sometimes that list will include facial tissues, but she’ll invariably write ‘Kleenex’.
How does a firm compete for branding without spending massive amounts of advertising money?