Dominating A Market
A brand can own a market without dominating it.
Virgin, for instance, owns transatlantic travel despite
being so much smaller than British Airways.
Ambitious brands punch above their weight from day
They don’t have massive marketing and advertising
budgets – they don’t need them.
Instead, they focus on free media, setting news agendas
and dominating the headlines.
They pull crazy stunts and spark contagious customer
conversations on social sites.
When it comes to share of voice they win every time!