Overcoming Common Brand Problems - 24

Number 24 in our countdown is sometimes found in the offices and conference rooms of market leaders...

Common Brand Problem Number 24: For market leader: Following challengers because it’s easier and produces more immediate results, rather than creating new ways to meet consumer needs

Analysis: This is a fairly common sailboat-racing tactic: if you are ahead, just match the competition to stay ahead—that way they can never catch up.

Key Point: This problem allows your competitor to define the game. You are distracted from doing what you do best – playing your own game. And other competitors playing by different rules may not be far behind.

Sponsored By: Brand Aid