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When you get too close to see.
We people are social animals. You can see this in the way companies in the same line of business tend to imitate each other. They imitate the branding of their peers, the competitors. This is what we’ve always said. And that’s what it says on the other firm’s website, too. It is so easy to delude ourselves with the same old story. Maybe it used to work and be good, but in today’s fast-moving world there are just so many variables that things get blurred. Goals are compromised and the wrong conclusions put the company’s future at risk. Well, at least reduce the chances of success in the fierce competition.
There’s no doubt that nobody understands your product as well as you do, but just stand back a bit and ask yourself if you’re really sending the right message. Is it time to take a fresh look? Especially when you’re renewing your website or otherwise updating your brand. Then is the time to stop and think: whom do you need to reach? What should you tell them?
The Competitors’ Brand Analysis (CBA) developed by us at Positano is a tool that has repeatedly proved its worth in finding the direction in which to take the company’s marketing communications and brand building. With CBA you have the eyes and experience of an outside-the-box marcom professional in the form of an efficient and proven analytical method.
In short, CBA shows you both the full and empty brand space and the most strategically sound image position for your company, product or brand. The method gives you illustrative, accurate information instead of that “knowledge” based on common beliefs, received wisdom and age-old assumptions. CBA has already helped several Finnish technology and service companies identify how to make their brand stand out from the crowd. CBA is both graphic and concrete.
