Challengers, Disruptors and Leaders All Exist and Compete in the Media Space
Marketing has expanded past just legacy brands and ‘others’
A shakeup is happening where legacy brands aren't the only ones in the space anymore.
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The world of marketing used to consist of established brands and everyone else. The established brands spent heavily in traditional media to maintain and grow their markets, which were served by brick and mortar retailers. Everyone else chipped around the edges using direct mail, newspaper inserts and cheap late-night TV spots for direct response and relied more on warehouses than retail storefronts.
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