Do You Need To Rethink Your Competitive Edge?

In recent years a better understanding of how the mind, and in particular the memory, works has enabled marketing science to evolve considerably, particularly in understanding why people choose one brand over another or one business over another.

For the last several decades business management thinking, business texts and many academics have centered on developing a sustainable competitive advantage, a point of difference from the competition for your business that is sustainable.

Although this strategy has been pivotal to success for many businesses in the past, with the ever increasing rate of change businesses face in the present business climate, and the ever increasing number of businesses (and therefore brands) the question must be asked “is this still the case today?”

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