57 Brand Haikus
Brand Haiku #1: Sustainable Differentiation
- Author: Vários
- Narrator: Vários
- Publisher: Podcast
- More information
Informações:
Synopsis
Your competitor set is a primary source for sustainable differentiation. However, too many companies let their customers determine the brands that they compete with. Customers create competitor sets based primarily on points-of-parity, rather than on points-of-difference. You must identify what makes you different and then design a competitor set in which that difference is strong, favorable, and unique.