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Small Brand vs. Big Brand: Take Your Share

If you’re a modestly-sized, relative unknown vying to make some marketplace noise, fierce competition is your foe. Think of what you’re butting heads with. Basically, you’re pitting scant resources against powerful, cash-chunky, established players – players that likely boast legions of devoted customers. If they’re long-time devotees, which many will be, their loyalty and tenacity will be virtually unshakable. Even …