winning a brand war
2009/03/28 Leave a comment
To win a brand war you have to have a brand with a focused value.
We assume you can either build your brand or spend a ton of money with consultants like Laura Ries who says;
Our Immutable Law of Expansion states that the power of a brand is inversely proportional to its scope. When you expand a brand, you weaken a brand.
How do win a brand war?
- Use a Story Lens to show the value of your brand and competing brand from a customer Persona perspective.
- See how customers percieve value across the brand value continuum or Story Lens .
- Focus on the Story Lens important to your customer Persona.
- Promote you unique Story Lens value to your prospective customers.
Remember, education kills. It is easier to ‘switch’ an educated consumer with better value than educate a new one.