““Top brands stayed on top because of the continual investment and commitment of the manufacturers during a time when mass media gave them an affordable and highly effective route to the consumers’ minds. They were able to defend their positions because they could afford more R & D, more advertising and a bigger sales force than any interlopers. Manufacturers became used to the idea of owning space in the consumer’s mind and believed it was theirs by right. But brand mindspace is not a permanently acquired asset that continually delivers profits. Rather, it represents a position that must be continually defended, especially today, where competition from retailers comes as a shock to most manufacturers.””
