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Common Brand Problems

Overcoming Common Brand Problems – 24


Overcoming Common Brand Problems

Number 24 in our countdown of the 40 most common brand problems 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.

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