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Burruss Writer

Joined: 10/02/2002 Posts: 5319
Likes: 890

What's this?

This was my first thought as well, however...


If you position yourself to be the only one in the market, you have effectively marketed your product as the only viable (and best) option.

BTW, they sunk $7MM into their advertising the first year. Their closest rival, Dial soap, spent $8MM on their brand. Comparatively speaking, that's an all-in move for the little guy.

Ended up selling the rest of the company to Unilever several years later for north of $300MM.

Either way, brilliant move on his part.

(In response to this post by Tafkam Hokie)

Posted: 03/24/2016 at 10:52AM


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