Here are the four key principles brands need to establish a successful craft strategy: One competitor says, “We are faster,” and the other brand says, “We are just as fast.” No one bothered to ask the consumer if they care about speed. Sadly, I always have to mention the dumb zone (in blue) where two competitors “battle it out” in the space consumers do not care. Many brands have to play in the risky zone (in grey), which is the space where you and your competitor both meet the consumer’s needs in a relative tie. It has become harder to be better with a definitive product win. Your brand will not survive by trying to compete in the losing zone (in red), which is the space that matches the consumer needs with “What your competitor does best.” When you play in this space, your competitor will beat you every time.Īs markets mature, competitors copy each other. Most importantly, your brand must be able to satisfy the consumer needs better than any other competitor can. Your brand’s winning zone (in green), is the space that matches up “What consumers want” with “What your brand does best.” This space provides you a distinct positioning you can own and defend from attack.
Finally, the third circle lists what your competitor does best. The second circle includes everything your brand does best, including consumer benefits, product features, or proven claims. The first circle comprises everything your consumer wants or needs. To find the competitive space in which your brand can win, look up at the three circles above.
0 kommentar(er)
