THE COMPETITIVE FRAMEWORK - A REFRESHER (PART 3)

In this week's DISPATCHES we conclude our 3-part refresher of the Competitive Framework. And, appropriately, our focus is on the highlight of the 3 part - creating a perceptual dimension for the brand's CF. The whole idea of crafting this additional, strategic dimension for the brand's positioning is to become more competitive in the marketplace. Take a look inside at a number of brands with parity-performing products underneath them -- but that nevertheless enjoy a generally perceived advantage in the marketplace - thanks largely to their highly creative Perceptual Competitive Framework.

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The Dispatch for September 9, 2007 can be found here:

CompetitiveFramework-Refresher-Part3.pdf (PDF File)