Sunday, April 19, 2009

THE COMPETITIVE STANCE: A TALE OF TWO COMPANIES

It has been over six years since we first raised the notion of brands going to market with a "competitive stance." What we meant by that notion is that brands succeed better when they are truly competitive, when they consciously give their customers or consumers reasons for perceiving them as a better choice - in everything they do. Unfortunately, far too many brands settle for being less than competitive - for accepting their brand as merely a good alternative to others. We recently were struck by a simple comparison of one consumer giant's brands versus another's: one with a truly competitive stance across its brands, the other with more of an acceptable alternative stance. And we think the comparison is well worth sharing!

The DISPATCHESTM for April 19, 2009 can be found here:

THE COMPETITIVE STANCE: A TALE OF TWO COMPANIES

A printer / handheld friendly version can be found here:

THE COMPETITIVE STANCE: A TALE OF TWO COMPANIES

It is also available in PDF here:

TheCompetitiveStance-ATaleOfTwoCompanies.pdf (PDF File)

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