Competitive Advantage

Find your niche. That‘s the telegram. Find it and own it. If you try to be all things to all people in an effort to get the most money on the table you will spread yourself thin and represent nothing in the process of trying to be everything.

Competitive Advantage

You have an advantage. Can you define it?


We do an extensive analysis of your competition with an eye towards determining two critical factors: best practices and threat levels. This exercise allows us to benchmark the competitive advantage that your brand position defines, and to assess its strength.

It also allows you to take advantage of category learning based on proven practices that define a certain set of expectations across your customers or clients.

Every category has a language and a certain set of deliverables that serve as the “green‘s fee” for that category. It‘s important that you stay true to some of those category elements while defining a competitive advantage that elevates your brand within your niche of opportunity.

Are you a Product or Service?

Is your brand defined by a product or service and are you sure it‘s not both? We take a 360 view of your company and define it across dimensions and use-occasions verifying ways that your product and/or service is perceived.

We also identify and assess those elements that surround your product‘s perception
and create new opportunity for sales and lead generation.

This includes both business-to-consumer interactions and the business-to-business transactions that must often take place for a company to compete successfully.

We often like to think of our products as special and unique based solely on their functional benefits. In fact, most products and the brands behind them have a complex relationship with customers and suppliers that at least needs to be understood and defined on an emotional and self-expressive level to succeed.

Brand Identity

What is your brand personality, and most importantly—how do you define your relationship with your customers or clients?

A clearly defined brand identity is one of the key components of brand-position.

Do you really know who you are and how you should behave as a brand?  And are you respecting the key brand elements and trade-dress that build equity.  The fictional example below hints at the danger of poor or inconsistent brand stewardship.

Brand Identity