Sources Of Competitive Information
October 4, 20071 min
Earlier in the week I shared my thoughts on how to better understand the competition. The following are sources you can turn to for competitive information:
NEW THINKING
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October 2007 - Page 6 of 6 - Branding Strategy Insider
Counterfeits: Good For Luxury Brands?
October 3, 20073 min
I used to work for the chief executive of a European luxury brand. He once told me about a flight he had taken from Paris to New York – first class, of course! He sat next to an elegant woman of a certain age, who, an hour into the flight, took out her handbag. To his immense pleasure, the chief executive recognized one of his brand’s latest designs.
9 Major Marketing Mistakes
October 2, 20074 min
In today’s world, there’s so much competition that if you make a mistake your competitors quickly get your business. The chances of getting it back are very slim unless someone else makes a mistake. Hoping competitors make mistakes is like running a race hoping the other racers fall down: It just doesn’t happen very often.
Understanding The Competition
October 1, 20071 min
When a company positions its brand in a customer’s mind, it is positioning that brand against other brands. It is critical to understand the strengths, weaknesses, opportunities and threats of each of those competitors along with the industry structure itself. (In fact, wise organizations dedicate a person to understanding the competition.)