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Understanding the Competitive Value of Your Brand – Part Four
By Robert W. Bradford, President & CEO This post is part of a series taken from Robert Bradford’s article Understanding the Competitive Value of your Brand published in Compass Points September 2005. In Part One, we introduced the series and discussed What makes a brand valuable? In Part Two, we discussed Why branding is important in the global marketplace. […]
Continue readingUnderstanding the Competitive Value of Your Brand – Part Three
By Robert W. Bradford, President & CEO This post is part of a series taken from Robert Bradford’s article Understanding the Competitive Value of your Brand published in Compass Points September 2005. In Part One, we introduced the series and discussed What makes a brand valuable? In Part Two, we discussed Why branding is important in the global marketplace. […]
Continue readingUnderstanding the Competitive Value of Your Brand – Part Two
By Robert W. Bradford, President & CEO This post is part of a series taken from Understanding the Competitive Value of your Brand. In Part One, we introduced the series and discussed What makes a brand valuable? In Part Two, we will discuss Why branding is important in the global marketplace. Why branding is important in the […]
Continue readingUnderstanding the Competitive Value of Brand – Part 1
Understanding the Competitive Value of Brand Understanding the Competitive Value of Brand – Part 1. In this part we will introduce the series and discuss What makes a brand valuable? One of the most commonly overlooked sources of competitive advantage is brand. Branding is not just advertising, nor is it simply a catchy name for […]
Continue readingWhat does good differentiation look like?
By Robert W. Bradford, President and CEO One of the things we strive for in our strategies is good differentiation. As a key dimension in strategic competency (the other is value to the customer), differentiation is what makes both specialty and commodity strategies work. With a specialty strategy, the differentiation must help target customers to […]
Continue readingMarch to a Different Drummer – Part Four
By Denise Harrison Note: This article is part of a series taken from Denise Harrison’s article March to a Different Drummer originally published in Compass Points in August 2002. Although this article was written in 2002, this discussion is timeless. In Part One, published July 1, 2016, we introduced the series. In Part Two, published July 22, we discussed […]
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