THE COMPETITIVE FRAMEWORK - A REFRESHER (PART 1)

As we continue to work week after week with clients (across many industries) on their Brand Positioning development, we still find that there is one positioning element many do not fully understand or appreciate: The Competitive Framework. And, as a matter of fact, we continue to gain new perspectives on this amazingly powerful brand-building element. So we thought this would be a good time to begin refreshing ourselves on the "basics" of the CF, as well as sharing some of our newer perspectives. We'll do these things over the course of this and 2-3 other Dispatches to come. And we'll save our usual Boats & Helicopters until the very end.

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The Dispatch for August 5, 2007 can be found here:

CompetititveFramework-ARefresherI.pdf (PDF File)