WHY THE COMPETITIVE FRAMEWORK MATTERS

There may be a time when you might hear a young marketer, working on his or her first Brand Positioning Strategy, say something like this: "This positioning stuff is easy! I mean, you get to the Competitive Framework part and all you do is write in the class of product. Michelin is the brand of tire; Bayer is the brand of pain reliever; Lipitor is the brand of statin. I love this job!" But that's the time to take the young marketer aside and set him straight: the Competitive Framework is not at all a stating of the brand's category, class, or product type; and it matters a lot more than these labels alone.

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