57 Brand Haikus
Brand Haiku #1: Sustainable Differentiation
- Autor: Vários
- Narrador: Vários
- Editora: Podcast
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Sinopse
Your competitor set is a primary source for sustainable differentiation. However, too many companies let their customers determine the brands that they compete with. Customers create competitor sets based primarily on points-of-parity, rather than on points-of-difference. You must identify what makes you different and then design a competitor set in which that difference is strong, favorable, and unique.