Branding: Playing defense

Defending your Branding

The easiest thing for a competitor to copy is a price reduction or discount. Almost as easy to copy are advertised (or otherwise communicated) product and service features. The most difficult to copy are consumer benefits that are based on proprietary consumer research or behind-the-scene systems, logistics, or customer service training.

For instance, if front line service employees are trained to internalize the brand promise and are empowered to deliver it in whatever way makes sense given the situation, that is much less easy for a competitor to observe and copy. The way a company interacts with different consumers differently through database marketing is also less visible (and often highly effective).

What can you own that would be difficult for your competitors to copy?
-- Derrick Daye