This quadrant represents two types of brands. For brands destined
for a mass target, like Yelp and Kindle, this is the stage of
emerging potential. Specialized or narrowly targeted brands, however,
tend to remain in this quadrant (when viewed from the perspective
of a mass audience) and can use their strength to occupy
a profitable niche. This incudes brands like Method and W Hotels.
From the point of view of brand leaders, new potential competitors
will emerge from this quadrant.