Ihr Konkurrent kopiert Ihre Branding-Strategie. Wie werden Sie sich in einem sich verändernden Markt differenzieren?

Innovate in Branding. Innovate to generate value for a larger audience which is directly linked with brand. Innovation's impact is an essential criterion for measuring value added. If innovation solves the problem of a larger audience with significant efficiencies, it will have a maximum brain share among customers. In innovation, the first-mover may not have an advantage, but the impact factor will play a vital role in remembering and utilising that innovation.

Position your brand as the original. A key element of your branding strategy is your product. If a competitor copies your product or aspects of it, they risk being perceived as imitators. In this case, emphasize your position as the original, assuming you truly are. Reinforce your standing by highlighting the problem-solving benefits of your product that you’ve honed over the years, and the strong reputation your brand has built in the market.

"When they zig, you zag" We have to be willing to take a risk and do something unexpected, even for ourselves. Bringing in outside voices who aren't within our echo chamber is a great way to do this. We can ask others, "if you were in charge of this brand, what would you do?"

A friend of mine experienced this, she had worked on a product launch for a year, and her management wasn't convinced and was not taking the product to the market. In the meanwhile, a competition brand launched the same product due to a vendor's breach of confidentiality. My two cents here: - do a pilot or soft launch that discourages competition copying your product, that way you get the launch pad for introduction - strengthen NDAs, or take a legal recourse for breach or recover losses and discontinue the contract immediately. - offer limited information sharing within internal and external groups - secure a management buy-in early and only then.proceed for packaging and selection - file for patents if possible