Rapidly develop a unique and powerful value offering to build your whole brand around.
At the heart of all brands – is a powerful strategic value offering. Know what you offer and how it’s different, then bring it to people with style.
These tactics are a step-by-step process for generating such a strategy.
1. The True Competitor
Start by getting clear on who you’re really up against – both direct and indirect competitors.
2. Only Is Better Than Best
Gather a list of ways you are genuinely different to your competitors.
3. Value Mining
Translate those differences into consumer value – the essence of your strategic offering.
4. Contrarian Value
Identify a value that isn’t only different to your competitors, but is also against them.
5. The Challenger Trap
Judge the strategy you’ve created with a simple-yet-thorough check against your competitor
