Here’s an example from the Real Estate category for one of our clients. Using the ‘Pepsi strategy against Coke’, we have used the principal of taking a leading competitor’s strength “Hardest working Real Estate Agent” by Hocking Stuart and developing a positioning statement that capitalizes on their weakness: Everyone knows that it’s not about working…
You can buy a notebook at your local newsagent or office supplies store for $2-$4, but a large enough number of people in the creative industries choose to pay up to 10 times that for the legendary Moleskin.
Many of the older brands have rich histories that make them “legendary”, however new and small brands can benefit similarly if they follow the rules of being interesting and authentic.Keep in mind these “legends” were also just a small business, with nothing more than the vision and passion of their founders. Did Coca Cola really…
