11. The Law of Fellowship
In order to build the category, a brand should welcome other brands.
Consumers want to have choices. Choice stimulates demand. Healthy
competition helps to build the category. The competition between Coke
and Pepsi makes customers more cola conscious. Per capita consumption
•Do not shy away from recommending people in your peer group.
•Network with other experts in your domain and listen to what they have
to say. If you write about a particular subject, link to other bloggers in the
same domain – and give them credit for a well-written piece.