Today, brands market and sell their products in an environment that is more competitive than ever.
Consumers are subjected to so much marketing content that it is hard for any one brand to stand out, leaving them trying in vain to outshout their competitors.
Products are so advanced that even the most basic models far exceed people’s needs, and innovations lead to, at best, short-term marginal share gain as they are quickly met by competitors.
Perhaps the only truly sustainable competitive advantage remaining is having a deeper, better understanding of — and relationship with — the people who do, or may, buy your product.
