The only way to create wealth and grow with rare exceptions, is to engage in category innovation, to create a new category (or subcategory) and then manage the perceptions toward, the purchases of and loyalty toward that category. To that end, the brand should become the exemplar or representative of the category, but the focus should be on the category not on the brand. It should be “my category is better than your category” rather than “my brand is better than your me more details: +234 7031399556”