08 May Brand and Why
If you are competing you are by definition playing within someone else’s rules. A brand helps redefine those rules so you are always the winner because, well, you wrote the rules!
Most brands are the first to claim a particular area, a brand is about not competing, its about defining what your company does in a narrow enough way that no-one else can do it or claim to do it and if they do they are obviously second to do it (an Ad guy would frame that in the positive).
Finding my companys why from the US base Entrepreneurs Netowork blog.eonetwork.org/2014/01/finding-my-companys-why