Over time, a category will divide and become two or more categories. Categories never combine.
A category starts as a single entity but breaks up into other parts. For example, computers became minicomputers, workstations, laptops, notebooks. Companies may erroneously try to take a well-known brand name in one category and use the same brand name in another category.
Timing is also important. However, it's better to exploit a new category early to get into the prospect's mind while waiting for it to develop.
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