This is an important question that points to the relationship between brand and
product marketing in context of competitive strategy.
Short answer, I wouldn't optimize around the competition -- as there's not much
you can do in this case to prevent them from copying your messaging. The thing
I definitely appreciate this tension -- and in a perfect world you find the
right mix of both on the team. Analytical skills will benefit our understanding
of market sizing and opportunity, pricing and packaging decisions and so on. The
"brand" or creative skillset would aid in storytelling aroun...more
Great question, and one that I’ve done some writing on (see link below).
There are SEO, branding, PR/AR and many other implications to selecting a
category name – so it’s important to get this right.
I believe new categories and markets are created...more
Is it clear that the competitor is currently the market leader? Are they a large
incumbent (thinking what Salesforce is to CRM, for example) or a few years ahead
If so, it may be the case that you are indeed in a challenger position for an
already defined market in which the disruption ...more