Most successful companies are not category creators – even though they may look like that to folks that come from large companies. Startups should be very, very wary of advice they get around this. I recently had two startups come to me talking about their attempts “category creation,” for example, when what they were really […]
At the heart of every brand strategy is a firm’s DNA – what makes them different (i.e. their competitive advantage), and how they are positioned in the marketplace. But what if your firm simply doesn’t have any differentiators? This article will explore four options for dealing with this common situation. A. Embrace a new focus […]
