Why Competitive Advantage Is Important?
Every brand (including every business that sells physical products, digital products, or services) needs to find a path to ‘standing out’ from competitors who are vying for the same target prospect, customer or client. This is what makes most markets and categories ‘competitive’.
Too often, brands rely primarily on finding ways to convey their benefits in the most compelling way possible. This is good, and even necessary, but it’s not enough to win the game.
Market leaders in every category become the market leader because they deploy positioning to both position their brand positively in the mind of their targets AND de-positioning to compel their targets to perceive and thus behave AWAY from their competitors.
A combination of positioning and de-positioning is what creates competitive advantage.
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