In my Brand Strategy Academy course this week, we’ve been talking about how to do competitor research, in order to ensure that your brand strategy is sufficiently differentiated.
I choose these words carefully, because despite the old adage of, “DIFFERENTIATE OR DIE!”, the reality is that it’s just not realistic to write a brand strategy where every single idea in it is different from your major competitors’. This is particularly true when you get to writing WHO you are and HOW you do things – what companies often call their values, beliefs or behaviours.
Take Visa, Mastercard and American Express – 3 of the 35 most valuable brands in the world.
If you look at WHO they are and HOW they say they do things, all three talk about integrity:
And they all include the idea of...
Well, here's a secret for you...
There are '7 Simple Steps' to a world-class brand strategy. They work for ANY brand in any industry, and you can get them FOR FREE in my 4-part video mini-course.
This proven formula is based on my 20 years of global brand strategy experience and study of the 181 world's most valuable brands, and it's yours today, for free.