In commoditized markets doing one thing really well is not enough to create a competitive advantage. There are 9 key differentiators. Identify your top 2 to 4 to develop a sustainable competitive advantage, and stand out in your marketplace.
Being a family business can be a source of competitive advantage — provided you’re proud of being a family business. And the data proves it.
Where does your brand play? How does it win? These are two important of the most important questions in defining your brand strategy. Position your brand to win.
Sales performance is predicated on three variables: Territory, Timing, and Talent. Their impact on your organization is in that order, but the number one predictor of sales performance is the territory.
“If the big companies did everything right, there wouldn’t be room for us,” says Mike George, CEO of Trisura. Small and mid-sized companies, like Trisura, have an opportunity to compete and win against the giants of their industry. They create a David vs Goliath story by finding areas where the giants are lacking.
It’s hard to compete and win against a sticky brand. Growing your brand is a key line of defense, and provides your business competitive immunity. And with competitive immunity comes increased profits and exciting business opportunities.
Relationships make ideas happen. Quartet Service has more than doubled in size by developing relationship management into a competitive asset.
Growing a sticky brand is hard. Really, really hard. Every company featured in the Sticky Branding Stories column is doing something pretty amazing. And in every case they are leveraging their core capabilities and investments to grow a sticky brand. But what’s not as obvious is each of these companies have faced adversity.
Branding on price is very hard, if not impossible to defend. The issue is there can only be one cheapest provider at any time. Everyone else is more expensive. Think twice before positioning on price.
Brands have a shelf life. They need to be refreshed every three to seven years depending on the industry to stay relevant and desirable. I wrote about this idea a couple weeks ago. Yet it begs the question, why must a brand be refreshed? Brands are updated for two...
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