Lesson #8: Take on someone out of your league

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Lesson #8: Take on someone out of your league Video Clips. Duration : 2.07 Mins.

We had a good read. For the benefit of yourself. Be sure to read to the end. I want you to get good knowledge from Digiorno . What your products reference set or anchor point can significantly impact on its reputation. When Digiorno compares itself to delivery, or KFC compares itself to cooking at home, they are taking on competitors outside of their business category that few would believe them to be equal too. But when they win that comparison, these brands earn a value for money reputation that allows them to look like good value for money, even when people are choosing between them and much cheaper alternatives. The key lesson for marketers is to choose the competitive set that makes your brand look good, ideally a competitor people would consider out of your league. Key concept: Anchoring

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