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  • How can brands stand out as the best of the rest?
  • How can brands stand out as the best of the rest?
    Whereslugo (2017) ©
REPORT

Why do people pick second best in the grocery store?

Dinner is in an hour and a key ingredient is missing, so you pop to the closest shop only to find that it doesn’t have your usual brand. When shoppers need something instantly and their first choice isn’t available, what informs their selection? How do companies compete to be the second best choice?

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