Branding is competitive. It’s about staking out the right to earn over others. So it requires a strong and competitive strategy. But when that competitive streak becomes obsessive, brands lose objectivity and that can cost them dearly.
You’ve worked hard to build your competitive positioning. Here’s what you should do in response to an aggressive competitor – and why.
My favourite brand strategy is one that takes a brand where the competitor can’t go or wouldn’t go. Even better, the strategy is a honey-trap. It may look inviting from the outside but if a competitor did dare to venture there, doing so would be to their competitive disadvantage.
Welcome to my blog. Here you’ll find my observations, perspectives, questions, ideas, new thoughts and models for brands. I focus on the changes and developments in business and brands that catch my eye (and perhaps will catch yours) – things I read, things I observe, stuff I theorise about, attitudes that frustrate me, and conversations I have in passing about market changes and their implications. If you’re a brand owner or a marketer, responsible for retaining the value and competitiveness of your brands in our rapidly shifting and increasingly social world, please take a look, add a comment, make contact … Cheers.