The branding sweet spot
August 5, 2008 | Free Subscription
This simple illustration shows you exactly where to focus your brand – The Sweet Spot, where “the things people want most” intersects with “what you do best” and “what your competitors suck at.”
Source: Brad Van Auken
This article © 2012 by The Financial Brand and may not be reproduced.
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Good visual. The trick now is to answer each one of those questions!
Truth.
It’s hard being honest, especially about yourself. It takes a lot to admit, “Hey, there really isn’t anything special about us.”
At the very least, concentrate your brand around what you do best that people want most – never mind if it’s not differentiated. But even then, it’s tough to figure out what you’re really good at. When you’re being honest.
[...] Bottom Line: You need to be able to deliver on a promise that really resonates with people…and it should be something your competitors suck at. [...]
[...] we wasting our time trying to unearth what Brad Van Auken suggests is the sweet spot of our [...]