THE COMPETITIVE FRAMEWORK - A REFRESHER (PART 2)

Two weeks ago, we began a review of that often overlooked part of a Brand Positioning Statement—the Competitive Framework, In that DISPATCHES we looked at the positioning value of looking at the CF as more than a brand’s competitive set. In this installment we look at some times when marketers might want to consciously communicate a brand's Literal Competitive Framework in advertising.

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The Dispatch for August 19, 2007 can be found here:

CompetitiveFramework-Refresher-Part2.pdf (PDF File)