A view from Marcos Angelides
The company you keep says a lot about who you are. It’s true for people and it’s true for brands.
Nespresso understood this when it defined its competitor set. Rather than being seen as 10 times more expensive than instant coffee it chose to be seen as one-tenth the price of a Starbucks.
Non-dairy milks know this, too. They don’t need to be refrigerated before they’re opened, but being stocked in a supermarket chiller means they’re seen as a direct alternative to cow’s milk.
This is why it makes sense that the out-of-home industry would jump towards the term “programmatic”.
Rather than being seen as the world’s oldest channel, they can be reinvented a
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