The only technique to accomplish real growth would be to develop offerings so advanced that they create new categories or classes making competitors irrelevant because they lack a "must have" attribute or benefit. The alternative, participating in "my brand is preferable to your brand" brand preference competition, almost never works due to market inertia.
This article, based in part on hundreds of case studies, demonstrates how to identify the "must haves" and discusses obstacles to competitions like going beyond practical advantages, locating common interests with customers, continuing innovation, superior execution, scaling the theory, becoming an exemplar, and branding the innovation.
PUBLICATION DATE: February 01, 2012 PRODUCT #: CMR501-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
Win the Brand Relevance Battle and then Build Competitor Barriers Case Solution
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