brand warfare

Successful competition requires a company to displace the value of other brands with their own in a customer’s mind.

Advertisers prefer repitition however this is not the best or only path to success.  They repeat “mine is better, bigger or cheaper than yours!” many, many times.

Consider the Story Lens which offers the continuum;  Story > Process > Software > Brand > KPI or Measure.  To displace a competitive brand;

  1. Focus on how Customers measure success
  2. Observe how Customers employ the Brand (Software)
  3. Ask why Customers employ the Brand (Process)
  4. Determine the top two stories that a Customer attaches to a Brand

Cheers,

Nick www.neuropersona.com

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