Share these talks and lectures with your colleaguesInvite colleagues
The real gamble is playing the same game as your competitors
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.
The full article is available to institutions that have subscribed to the journal
Bruce J. Tait is Founding Partner of brand strategy firm Tait Subler and branding agency Hen’s Teeth. Both businesses are based in Minneapolis, Minnesota, and serve clients around the world. Clients have ranged from Gulfstream Aerospace, Belvedere Vodka and Gucci to Harley Davidson, Johnson Controls and Red Wing Shoes. Bruce was previously Managing Partner at Fallon Worldwide/Fallon Brand Consulting and VP, Planning Director at BBDO Canada.