It's tough to be bullish if the overall market for your product is declining. Real sales market share growth can be nearly unattainable, or worse, unprofitable. Today's category dynamics dictate that every product have a true reason for being, and that it be effectively communicated. That's the key to growing a brand franchise under less-than-optimal conditions. You have to be the matador and have a killer strategy to win. Next time the bull takes off, you can grab on and ride. Forget ...

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