Winnipeg Free Press
Last month, I wrote about three ways local companies (the Davids) can compete against the large multinationals (the Goliaths).
Last month, I wrote about three ways local companies (the Davids) can compete against the large multinationals (the Goliaths).
In my work as a certified management consultant, I use many tools to assist clients (the Davids) in their positioning and actions. In my article, I introduced the concept of the value intensity profile (VIP) as one tool that businesses can use to determine the values that are sought by their customers. The strength of this tool is that you capture the non-price values your customers say are important. They are not what you think is important.
Winnipeg Free Press
I learned the story about David versus Goliath back in Sunday School. It was a wonderful example of what the underdog could do when he uncovered a weakness in his enemy. This story has been used as an analogy for the underdog fight in business and sports for decades. In business analogies, most of the stories have simply been about the large and cumbersome soulless corporation (Goliath) that is typically able to crush its smaller competition (David).
Opinion
I learned the story about David versus Goliath back in Sunday School. It was a wonderful example of what the underdog could do when he uncovered a weakness in his enemy. This story has been used as an analogy for the underdog fight in business and sports for decades. In business analogies, most of the stories have simply been about the large and cumbersome soulless corporation (Goliath) that is typically able to crush its smaller competition (David).
Winnipeg Free Press Save to Read Later
MY sons often tease me when an organization talks about its brand because they know it gets my dander up.
Opinion
MY sons often tease me when an organization talks about its brand because they know it gets my dander up.
In every situation, the brand conversation is usually nothing more than a new logo design or tagline. To be very clear, a new logo, colour scheme, promotional concept, design details, or catchphrase are NOT a brand. These are brand identifiers, but they do not make the brand.
The best definition of a brand I know is what people say about your company/product when you are not in the room. I have seen other similar definitions from gurus like Prof. Mark Ritson and Seth Godin, so I am confident in its validity. The definition is important because if your brand is not compelling enough with your customers you are susceptible to substitution by a competitor.