"Differentiation could is probably more focused on less popular yet energetic, unoccupied territories to make them popular. E.g. Axe/Lynx occupied “smell” probably not because it is the most “important” factor in terms of it’s statistical distribution in the total population. But it makes a stronger brand positioning than going for “antiperspirant effect” which probably is slightly more frequently rated as “important”."
Pure brilliance on how to interpret data.
