January 2010
3 posts
4 tags
BEST PRACTICES ARE THE ENEMY
Supply outweighs demand. This is the new reality. This is why best practices have become the enemy of any successful brand.
Following best practices in your product, service, marketing communications and overall experience simply achieves one result: commoditization.
Once you become a commodity you leave yourself with a single competitive advantage: price.
Price is a dangerous thing to...
3 tags
5 tags
USP ESP & XSP
Creating a definition of the word brand seems to be both the easiest and perhaps the hardest thing to do. The challenge is not that the existing definitions aren’t correct (or more accurately weren’t correct). The challenge is that the environment in which brands live is inherently Darwinian.
As the environment changes brands must adapt. Once brands have adapted enough then what you...