The real gamble is playing the same game as your competitors

Bruce J. Tait
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Bruce J. Tait: Tait Subler, USA

Journal of Brand Strategy, 2020, vol. 9, issue 3, 199-210

Abstract: The essential task of strategy—particularly brand strategy—is to differentiate. But it can go wrong in many ways as managers and strategists are drawn inexorably back to category conventions. This paper argues for a more dedicated focus on differentiation and outlines important observations regarding the challenges inherent in defining such a brand strategy. It will examine a case study about successfully breaking category conventions and some principles and lessons to help the practitioner stay on course.

Keywords: brand differentiation; brand strategy; breaking category conventions; brand relevance; how to differentiate brands (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2020:v:9:i:3:p:199-210

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