Rob Fields: 6 Keys To Waging The War Of Ideas
Why it is important to separate your company from the pack by evangelizing the ideas that drive its mission.
It’s probably never been more difficult to sustain and grow a brand than it is today. Your competition always seems to have more of everything: Money; share of wallet and mind; and advocates. And category leaders tend to get more bang for their buck: pole position has its advantages. That said, if everything else is more or less equal–your product delivers in the way that's been promised; it conforms to expected standards of presentation for the business you're in; you're minding your branding P's & Q's–how do you keep your brand competitive?