Matching the Market vs Driving the Market
Decide with evidence. Not every brand must drive; timing and brand gravity matter.
Why it matters
- Right bet for your brand
- Use driving power where you can
- Match efficiently elsewhere
How it works
- Evidence from panels & trends
- Rules of thumb for timing
- Examples from leaders & followers
Brands with high gravity and momentum in the panel.
In high‑competition phases or when timing is tight.
Trend curves, competitor actions and audience response.