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Tom ‘TD’ Dixon, CMO
REFRAMING A BRAND:
EXPANDING WITHOUT ALIENATING
OUR BUSINESS CHALLENGE
Low Buy Rate
Market Growth of $1.5B
Low Household Penetration
Annual Category Buy Rate
98 96 97
77
...
OUR GROWTH STRATEGY
TO
What
Why/ When
Who
Where
Beef Jerky Protein Snacks
Once In-A While
Outdoors
Primarily Men
Everyday
...
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