The easiest thing for a competitor to copy is a price reduction or discount. Almost as easy to copy are advertised (or otherwise communicated) product and service features. The most difficult to copy are consumer benefits that are based on proprietary consumer research or behind-the-scene systems, logistics, or customer service training. For instance, if front-line service employees are trained to internalize the brand promise and are empowered to deliver it in whatever way makes sense given the situation, that is much less easy for a competitor to observe and copy. The way a company interacts with different consumers differently through database marketing is also less visible (and often highly effective).
What can you own that would be difficult for your competitors to copy?
At The Blake Project we are helping clients from around the world, in all stages of development, redefine and articulate what makes them competitive at critical moments of change through strategy workshops and extended engagements. Please email us to learn how we can help you compete differently.
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education
