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This video is about one of the most common branding strategies used for many product categories in the market. Mindshare is a branding strategy that primarily focuses on turning the functional advantages of the product into public associations around that category which sometimes turn a business into a T.O.M brand.
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Resources
• How Brands Become Icons by Douglas Holt
• Investopedia, Mindshare
• Designing Brand Identity, an essential guide for the entire branding team by Alina Wheeler