Ten Tips on Brand Positioning to Stay Relevant

Being a big player is no longer a competitive advantage
Its better to be a profit leader than a market share leader
There is no competitive advantage in doing what others do
There is no such thing as full service its focus on details
Most professional service brands are not overpriced, they are just underexclusive
Most firms are engaged in fighting turf wars, instead of finding new turf
No customer is going to buy a vague brand
For brands stuck in the middle is a prescription for death
“Boxed in?”, no box means no strategy
The main difference between mediocre firms and great ones is not just vision, but execution