Estratégias puras e híbridas

"Extremes will emerge
According to Ko Floor in his excellent new book, Branding a Store, the shopping of goods will split into four extremes. The key question for brands is, where do you want to be? There's little point being in the middle as that is a road to nowhere.
Choose your battlefield well - it will decide your destiny.
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The in-betweenys have had it
Price will polarize markets and medium-priced retail brands will increasingly disappear. Low price and high value will rule the waves. And premium brands with unique produts will continue to exploit their lucrative niches. No amount of Chinese copies is going to stop the Japanese from buying an original Louis Valliant bag.
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Middle offers increasingly lack clarity and sellable propositions to the shopper."

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Thomassen e Lincoln em Private Label

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Ou seja, propostas de valor claras e transparentes. Concentração em propostas de valor puras em detrimento de estratégias hibridas.