Lec 25- Crafting customer value proposition, sustainable competitive advantage and positioning-2

Summary

This video script delves into Module 25 of 'Marketing Essentials,' focusing on crafting a customer value proposition, establishing a sustainable competitive advantage, and effectively communicating a company's positioning. It outlines strategies to differentiate products, the importance of building a strong brand, and the art of crafting a compelling positioning statement. The module also touches on narrative branding and the concept of Primal branding, emphasizing the power of storytelling in marketing.

Takeaways

• 📝 Crafting a customer value proposition is crucial for a company's sustainable competitive advantage and effective communication of its positioning.
• 💡 A competitive advantage is the ability of an offering to satisfy consumer needs better than alternative means, giving customers a reason to choose it over competitors.
• 🚀 Sustainable competitive advantage involves a company's performance in ways that competitors cannot or will not match, often leading to the creation of new advantages over time.
• 🔄 Leveragable advantages serve as a springboard to new advantages, such as Microsoft leveraging its operating system to enhance other applications.
• 🌟 A strong brand is a powerful source of sustainable competitive advantage, influencing customer perceptions and behaviors beyond the product's actual characteristics.
• 🛍️ Differentiating on an existing attribute is a common strategy, where companies like BMW focus on specific qualities such as driving experience to stand out.
• 🆕 Introducing a new attribute can create a temporary advantage, but it requires continuous innovation to maintain as competitors may quickly copy.
• 🏆 Building a strong brand involves creating a unique and meaningful message that resonates with customers, adding value beyond the product's functional attributes.
• 📈 Communicating the brand's positioning internally ensures alignment throughout the organization and guides actions and strategies.
• 📑 An effective positioning statement articulates the target customers and key benefits, providing a reason for customers to choose the company's offerings over others.
• 📚 The material for this module was sourced from three key books, emphasizing the importance of a well-researched and informed approach to marketing.

Q & A

What is the main focus of Module 25 in the marketing essentials course?

Module 25 focuses on crafting a customer value proposition, establishing a sustainable competitive advantage, and communicating the positioning of a company's offerings.

How does an offering's competitive advantage reflect its ability to satisfy consumer needs?

An offering's competitive advantage reflects its ability to satisfy consumer needs to a greater degree than alternative means of satisfying the same need, providing customers with a reason to choose that offering over competitors.

What is a sustainable competitive advantage from a marketing perspective?

A sustainable competitive advantage is the company's ability to perform in one or more ways that competitors cannot or will not match, allowing the company to differentiate its offering and avoid becoming a commodity.

How can a company leverage a competitive advantage?

A company can leverage a competitive advantage by using it as a springboard to new advantages, such as Microsoft leveraging its operating system to promote Microsoft Office and networking applications.

What are the three core strategies for designing a value proposition that stands out from the competition?

The three core strategies are: differentiating on an existing attribute, introducing a new attribute, and building a strong brand.

Why is it challenging to differentiate on an existing attribute?

Differentiating on an existing attribute is challenging because as product categories improve, offerings become more similar, making it difficult to stand out based on a single attribute.

What is the significance of introducing a new attribute to differentiate a product?

Introducing a new attribute can distinguish a product by offering something competitors don't have, but this advantage is often not sustainable as competitors may quickly copy the new attribute.

How does a strong brand contribute to a sustainable competitive advantage?

A strong brand provides a reason for customers to choose a company's offering, influences perceptions of quality, reliability, and durability, and can influence customer behavior by being the first option that comes to mind.

What are the key aspects of crafting an effective positioning statement?

The key aspects include communicating the offering's category membership, points of parity, and points of difference, and developing a narrative to convey the offering's positioning.

How can a brand's positioning be communicated through storytelling?

Brand positioning can be communicated through storytelling by creating a narrative that includes a brand story, consumer journey, touchpoints, visual language, and the role the brand plays in consumers' lives.

What is the concept of Primal branding, and how does it relate to a brand's competitive advantage?

Primal branding views brands as complex belief systems with a primal code or DNA that resonates with customers and generates passion. This primal code includes a creation story, creed, icon, rituals, sacred words, a way of dealing with non-believers, and a good leader, which all contribute to a brand's competitive advantage by creating a strong connection with its audience.

Outlines

00:00

📈 Crafting Customer Value Proposition

This paragraph introduces Module 25, focusing on creating a sustainable competitive advantage and communicating a company's positioning. It defines the competitive advantage as the ability to satisfy consumer needs better than alternatives. The paragraph discusses the concept of a sustainable competitive advantage from a marketing perspective, emphasizing the importance of differentiating an offering to avoid becoming a commodity. It mentions examples like Roche Holdings and Microsoft to illustrate how companies leverage their competitive advantages. The key takeaway is that a company must continuously invent new advantages to maintain a competitive edge.

05:02

🚀 Strategies for Standing Out in the Market

The second paragraph delves into three core strategies for designing a value proposition that differentiates a company's offerings. These strategies include differentiating on an existing attribute, introducing a new attribute, and building a strong brand. The paragraph provides examples such as BMW's driving experience, Volvo's safety focus, and Rolls-Royce's luxury emphasis. It also discusses the challenges of maintaining a competitive advantage in a market where product categories become increasingly similar and the importance of innovation in creating customer value.

10:03

🏆 The Power of Branding in Competitive Advantage

This paragraph highlights the role of brand power in achieving a sustainable competitive advantage. It uses Harley-Davidson and Coca-Cola as examples to show how strong brands can influence customer choices and create a unique perception of the company's offerings. The paragraph explains that brands can offer a sense of quality, reliability, and durability that may not be immediately visible to customers. It also touches on the concept of top-of-mind awareness and how being the first brand that comes to a customer's mind can create a default option that competitors must overcome.

15:04

📝 Crafting and Communicating Positioning Statements

The fourth paragraph discusses the importance of crafting effective positioning statements to communicate a brand's value proposition. It outlines the key aspects of a positioning statement, which include articulating the target customers and the key benefits that give customers a reason to choose the company's offerings. The paragraph provides examples of positioning statements from Domino's and Dove soap, illustrating how these statements guide communication campaigns and help decide whether to promote specific attributes or focus on the ultimate benefits.

20:07

🎨 Communicating Category Membership and Benefits

This paragraph explores the various ways to communicate a brand's category membership and the challenges of dealing with conflicting benefits. It explains that marketers must inform consumers of the brand's category membership, especially for new products, and may use benefits, comparisons, or product descriptors to do so. The paragraph also addresses the issue of negatively correlated attributes and benefits, such as low price versus high quality, and how marketers can overcome these challenges through technological advances or by changing consumer perceptions.

25:08

📚 Conclusion and References

The final paragraph concludes the module by summarizing the key points discussed, including the definition of a sustainable competitive advantage and the three core strategies for designing one. It also touches on the importance of effectively communicating a company's positioning through a well-crafted positioning statement and developing a narrative that resonates with consumers. The paragraph acknowledges the three books that provided the material for the module and ends with a note of thanks to the audience.

Keywords

💡Customer Value Proposition

A customer value proposition is a promise of value to be delivered by a product or service to its customers. It defines the unique benefits and features that a company offers, setting it apart from competitors. In the video, the concept is central to the discussion on crafting a sustainable competitive advantage, with the script emphasizing the importance of differentiating a company's offerings to meet customer needs better than alternatives.

💡Sustainable Competitive Advantage

Sustainable competitive advantage refers to a company's ability to perform in ways that competitors cannot or will not match, thus maintaining a long-term edge in the market. The video explains this concept as the foundation for a company's strategies, highlighting that it involves creating offerings that are either unique or superior in a way that is difficult for competitors to replicate.

💡Positioning

Positioning is the process of defining how a company's product or service is perceived by its target audience, relative to the competition. The script discusses alternative strategies for communicating a company's positioning, which involves creating a distinct image in the minds of consumers that differentiates the company from its competitors.

💡Differentiation

Differentiation in marketing is the act of making a product or service stand out from the competition. The video script mentions that a company must differentiate its offering by creating a sustainable competitive advantage, such as by emphasizing unique attributes or introducing new benefits that competitors do not offer.

💡Brand Image

Brand image is the perception of a brand that consumers form based on their experiences and the company's marketing efforts. The script uses examples like Coca-Cola and Harley-Davidson to illustrate how a strong brand image can transcend product features and become a significant part of a company's competitive advantage.

💡Top of Mind Awareness

Top of mind awareness is the idea of being the first brand that comes to a consumer's mind when they think of a particular product or service category. The video script explains that brands like McDonald's aim to achieve this status, as it often leads to being the default choice for consumers, thereby creating a competitive advantage.

💡Commodity Trap

A commodity trap occurs when a product or service is perceived as interchangeable with that of competitors, often due to a lack of differentiation. The script warns against falling into this trap and emphasizes the importance of building a strong brand to avoid it, as commodities typically have lower profit margins and less customer loyalty.

💡Points of Parity and Points of Difference

Points of parity are the attributes or features that a brand shares with competitors, while points of difference are those that set it apart. The video script discusses the importance of identifying these in crafting a positioning statement, which helps communicate to consumers why they should choose one brand over another.

💡Positioning Statement

A positioning statement is a summary of a brand's value proposition, clearly articulating its target customers and key benefits. The script provides an example with Domino's Pizza, which positions itself as offering a delicious, hot pizza delivered promptly to the customer's door, thus providing a clear reason for customers to choose it.

💡Narrative Branding

Narrative branding is the approach of telling a story about a brand to connect with consumers on an emotional level. The video script explains that instead of just listing attributes, brands can create a narrative that resonates with consumers, making the brand more memorable and impactful, as seen with the example of HBO positioning itself as 'not TV'.

💡Primal Branding

Primal branding is a concept that views brands as belief systems that resonate with consumers' deep-seated needs and desires. The script mentions that brands with a primal code or DNA, like Apple and Google, can generate passion and loyalty among their customers, suggesting that these brands have a fundamental, emotional connection with their audience.

Highlights

Introduction to Module 25 focusing on crafting a customer value proposition and sustainable competitive advantage.

Defining key strategies for creating a sustainable competitive advantage and communicating company positioning.

Understanding the concept of a competitive advantage as the ability to satisfy consumer needs better than alternatives.

The importance of building a strong brand to avoid the commodity trap and differentiate offerings.

Roche Holdings' example of leveraging a sustainable competitive advantage with its biologic rheumatoid arthritis treatment.

The necessity for companies to continuously invent new advantages to maintain a competitive edge.

Identifying product or service benefits that can serve as points of difference for a brand.

Performance-related benefits as a compelling means of differentiation, such as Switch's colorful fashionable watches.

The role of marketing environment changes in creating new opportunities for differentiation, as seen with PepsiCo's Sierra Mist.

Brand positioning transcending performance considerations, with Marlboro's market share attributed to its 'Macho Cowboy' image.

Three core strategies for designing a value proposition: differentiating on existing attributes, introducing new attributes, and building a strong brand.

The challenge of differentiating on an existing attribute as product categories become more similar over time.

Introducing new attributes as a strategy, with examples like TOMS' social responsibility program and Nest's machine learning thermostats.

The importance of building a strong brand for sustainable competitive advantage, illustrated by Harley-Davidson and Coca-Cola.

How brands can influence perceptions on quality, reliability, and durability beyond the product's actual characteristics.

The concept of 'top of mind' awareness creating a competitive advantage by being the default option for consumers.

Crafting an effective positioning statement that includes category membership, points of parity, and points of difference.

The decision-making process in developing a positioning statement: promoting specific attributes versus focusing on ultimate benefits.

Communicating category membership through various methods: announcing category benefits, comparing to exemplars, and using product descriptors.

Addressing the challenge of negatively correlated attributes and benefits in positioning, such as low price versus high quality.

Positioning as storytelling to connect with consumers on a deeper level through narrative branding.

Elements of narrative branding: brand story, consumer journey, touchpoints, visual language, and the role of the brand in consumers' lives.

Primal branding concept and its seven assets that make up a brand's belief system, resonating with customers and generating passion.

Transcripts

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introduction to marketing Essentials now

we will talk about module 25.

so

in module 24 and in continuation to that

in module 25 we are talking of

crafting customer value proposition

sustainable competitive advantage and

communicating the positioning so this is

part two

and we call it as module 25

in this module we will Define the key

strategies for creating a sustainable

competitive advantage

that is the first thing the second is to

identify alternative strategies to

communicate

the positioning of the company's

offerings so we are talking of

alternative strategies so we have talked

about positioning

and how to develop positioning for the

company's offering now we will talk

about the alternative strategies to

communicate that positioning so to start

with

an offerings

competitive Advantage reflects its

ability to satisfy our consumer need

to a greater degree then alternative

means of satisfying the same need so

that is what a offerings competitive

Advantage is that it is able to satisfy

the customer needs to a greater degree

greater degree than whom then the

alternative means of satisfying the same

need thus creating a competitive

Advantage gives

customer the reason to choose a given

offering rather than an available

alternative

so that will give the customer the

reason to buy your offering rather than

the competitors offering now let us look

at

the sustainable competitive Advantage as

a marketing concept generally

more often it is talked about in a

strategy but now we will look at it from

the marketing perspective so build a

strong brand and avoid the commodity

trap

marketers must start with the belief

that it is possible to differentiate an

offering

by creating a sustainable competitive

Advantage so now let us look at what is

this competitive advantage

so it is the company's ability to

perform in one or more ways that

competitors cannot

or will not match

some companies are finding success for

example

Roche Holdings have an advantage of at

least three years with its dollar seven

billion a year in a sales

biologic

rheumatoid arthritis treatment

before a biosimilar copycat version is

introduced

only a few competitive advantages are

inherently sustainable all competitive

advantages are not

however in the long run they are often

replicated by the competition instead a

competitive Advantage may be leveragable

a leveragable Advantage is one that a

company can use as a springboard two new

advantages such as Microsoft has

leveraged its operating system with

Microsoft Office and networking

applications in general a company that

hopes to endure must be in the business

of continuously inventing new advantages

that can serve as the basis of points of

difference

any product or service benefit that

is sufficiently desirable one

deliverable to differentiating three can

serve as point of differences for a

brand so any product or service benefit

that is sufficiently desirable by the

consumers deliverable by the company and

differentiating from the competitors can

serve as

the point of difference for a brand

desirable for consumers

deliverable for company

and differentiating from competitors

the obvious and often the most

compelling

means of differentiation for consumers

are benefits

related to Performance

switch

offers colorful fashionable watches

Geico offers Reliable Insurance at

discount prices

sometimes changes in the marketing

environment can open up new

opportunities to create

a muse or a new means

of differentiation eight years after

this launched Sierra missed when sales

become stagnating PepsiCo tabbed into

Rising consumer interest in natural and

organic products to reposition the lemon

lime soft drink as all natural

with only five ingredients

carbonated water

sugar

citric acid natural flavors and

potassium citrate often a Brand's

positioning transcends its performance

considerations companies can also

fashion compelling images that appear to

Consumers social and psychological needs

the primary explanation for Marlboros

extraordinary worldwide market share

about 30 percent is that its Macho

Cowboy image stuck or responsive cord

with much of the cigarette is working

public to identify possible means of

differentiation marketers have to match

consumers desire

for a benefit with their company's

ability to deliver it consumers desire

for a benefit one and then the company's

ability to deliver it so these are the

two important things here now there are

three core strategies that are integral

to designing a value proposition that

makes an offering stand out from the

competition

and they are first is differentiating on

an existing attribute second is to

introduce a new attribute and the third

is to build a strong brand now let us

look at each one of them in detail

so first one that is differentiating on

an existing attribute

this is the conventional strategy for

creating an advantage over competitors

for example BMW uses the Driving

Experience delivered

by its vehicle as the point of

differentiation from the competition

Volvo differentiates Itself by focusing

on safety while Rolls-Royce sets itself

apart by emphasizing luxury

differentiating on an attribute that is

Meaningful to customer is the most

intuitive way to create a competitive

Advantage however it is difficult to

achieve because offering

in a product category

start to become more similar as their

overall performance improves television

sets are good example

as technical advancements have improved

the overall quality of television sets

differences among the available options

have become less apparent to Consumers

who perceive TVs as similar to one

another the second strategy is to

introduce a new attribute in lieu of

enhancing and offerings performance on

an existing attribute a company can

distinguish its offering by introducing

a new attribute one that competitors

don't have so we have seen the

shortcoming of

of distinguishing on

the existing attribute so then what to

do introduce a new attribute for example

those choose to differentiate itself

from traditional shoe manufacturers by

its buy one give one social

responsibility program

and Nest Incorporated machine learning

into its thermostats as an alternative

approach to controlling the temperature

in a home introducing a new attribute

does not necessarily involves the

invention of a completely Innovative

attribute so it does not mean this

it can also involve tweaking an existing

attribute that has been neglected by the

competitors to transform it

into a point of difference Method

products manufacturers of household

cleaning products did just that when it

designed aesthetically pleasing

packaging as a distinguishing attribute

in a category in which packaging was

viewed as a purely functional attribute

although the introduction of a new

attribute can offer a powerful advantage

to a company such a move is rarely

sustainable so competitors may lose no

time copying a new attribute that is

valued by a customers thus greatly

diminishing the competitive advantage of

the company that pioneered the attribute

so creating a sustainable competitive

Advantage requires that a company

constantly finds fresh and unique ways

of creating customer value so this is

not a one-time

affair

the third step in this process is to

build a strong brand a valuable source

of sustainable competitive Advantage is

a powerful brand that gives customer a

reason to choose the company's offering

an example of brand power is Harley

Davidson which probably

owes its success as much to the strength

of its brand as to the design of the

motorcycles

taste is not what sets Coca-Cola apart

from other Cola drinks rather it is the

cokes brand image which has transcended

National borders and cultural barriers

to become known as almost everyone on

the planet differentiation through Brand

Power

is of value

in commoditized product categories such

as cereal soft drinks and alcoholic

beverages in addition to being viewed as

an attribute

all the companies offering brands also

has a singular role in creating a

competitive Advantage Brands can

influence perceptions often offering on

dimensions

so we are talking of brand influencing

the perception of an offering there is

nothing real about it we are talking

about just the perception on quality

reliability durability that are not

readily visible to the customers Brands

can Infuse the company's offering with a

unique and meaningful messages that

resonate beyond the actual

characteristics of the company's product

and services and create added value for

customers in other words customers are

buying not just Harley Davidson or

Coca-Cola they are buying the meaning

implied by these Brands besides

influencing customer beliefs

about the offering a strong brand can

derive customer behavior when it is the

first option that pops into a customer's

mind

to fulfill a given need for instance

McDonald aims to be the first fast food

restaurant that comes to the consumer's

mind

edging out competitors top of Mind

awareness

it also creates a competitive advantage

in that the brand considered first often

becomes a reference point for consumers

the default option against which the

other brands are evaluated this is an

important benefit Because unless they

are given a strong reason to choose an

alternative option

buyers are likely to select the default

option now let us look at how to

communicate the company's positioning

once marketers have fashioned the brand

positioning strategy

they should communicate it to everyone

in the organization so that it guides

their words and actions so now we are

looking at this brand positioning

strategy

from within the organization

so this is usually achieved by

developing a positioning statement the

key aspect of crafting an effective

positioning statement are first

communicating and offerings category

membership

along with points of parity and point of

difference

second developing a narrative to convey

the offerings positioning so how should

we now go about crafting the positioning

statement a positioning statement

clearly articulates what the offerings

Target customers one and the key

benefits that will provide customers

with a reason to choose the company's

offering so a positioning statement

clearly articulates the offerings

Target customers who are the Target

customers one and the key benefit that

will provide customers with a reason to

choose the company's offerings consider

the following positioning statements

dominoes respectively which have guided

their communication campaigns Through

The Years with their target

customers for convenience minded Pizza

Lovers Target customers Domino's offer a

delicious hot pizza deliver promptly to

your door that is the value proposition

an important question in developing a

positioning statement is deciding

whether to promote the specific

attribute describing a company's

offering or to focus on the ultimate

benefits

delivered by these attributes many

marketers tends to focus on the benefits

as the pillars of the offerings

positioning that is because consumers

are usually more interested in benefits

and in what exactly they will get from

the product offerings attributes

on the other hand generally play more of

a supporting role multiple attributes

May support a certain benefit and they

may change over time attributes provide

reasons to believe or proof points

for why a brand can credibly claim it

offers certain benefits marketers of

Dove soap for example will talk about

how its attribute of one quarter

cleansing cream clearly creates the

benefit of a softer skin how to

communicate the category membership so

category membership may be obvious

Target consumers are aware that maybe

line is a leading brand of Cosmetics

cheeros is a leading brand of cereal but

when a product is new marketers must

inform consumers of the brands category

membership sometimes consumers may know

the category membership but not be

convinced that the brand is a valid

member of the category for example HP

digital cameras may not be perceived by

consumers

as of the same class as those made by

Canon

Nikon and Sony HP might find it useful

to in reinforced category membership so

here in this category membership we are

telling consumers that this is a camera

this is a mobile phone

in the case of HP consumers is not did

not agree that it is a digital camera

that is similar to that of Canon Nikon

or Sony

so brands are also sometimes affiliated

with categories in which they

do not hold membership this is one way

to highlight the Brand's point of

difference provided that consumers knows

its actual membership for example phnl

HBO

has developed original

AG programming to justify its premium

fees adopting the slogan it is not TV it

is HBO the typical approach to

positioning is to inform consumers of a

Brand's membership before stating its

point of differences

so first thing to be done is to look at

the Brand's membership and then talk of

the points of differences presumably

consumers need to know what a product is

and what function it serves before

deciding whether it is superior to the

brand against which it competes for new

products

initial advertising often concentrate on

creating brand awareness and subsequent

advertising attempts to create the brand

image so the first we create the brand

awareness and then we create the brand

image so there are three main ways to

convey Brands category membership the

first is announcing the category

benefits

to reassure consumers that a brand will

deliver on the fundamental reason for

using a category marketers frequently

use benefits to announce category

membership

thus industrial tools might claim to

have durability and antacid Smite

announced their efficacy one is by

comparing to exemplars well known

noteworthy brands in a category can also

help a brand specified category

membership when Tommy Hilfiger was an

unknown

advertising announced

his status as a great U.S designer by

associating him with Calvin clean

and Perry Ellis recognized members of

that category the second is

relying on the product descriptors

the product descriptors that follow the

brand name is often a concise

means of conveying category origin

Ford Motor Company

invested more than dollar one billion

in a radical new

zero four model called The X trainer

which combined the attributes of an SUV

a minivan and a station wagon two

communicate its unique position and to

avoid association with its

Explorer and Country Square models the

vehicle eventually called freestyle was

designated as a sports wagon

how to communicate the conflicting

benefits one common challenge in

positioning is that many of the benefits

that make a point of parity and point of

differences are negatively correlated so

these points of parities and points of

differences are negatively correlated or

inversely correlated consider these

examples of negatively correlated

attributes and benefits one is

low price versus high quality

powerful versus safe

taste versus low calorie and strong

versus refined individual attributes and

benefits can often have positive and

negative aspects for example

long-lived Brands such as La said boy

recliners

Burberry outwears

and New York Times on one hand could

suggest experience

wisdom and expertise

as well as the authenticity on the other

hand it could also imply being

old-fashioned and not contemporary or

up-to-date marketer's challenge here is

that consumers typically want to

maximize both of the negatively

correlated attributes and benefits

marketers challenge is that consumers

typically want to maximize both of the

negatively correlated attributes and

benefits low cost and also at the same

time

high quality so much of the Art and

Science of marketing consist of dealing

with trade-offs positioning is no

different the best approach is to

develop a product or service that

performs well on both dimensions for

instance

goretex overcame conflicting product

images of breathable and waterproof

through technological advances other

approaches include launching two

different marketing campaigns

is devoted to a different brand

attribute one linking the brand to an

association that possesses the right

kind of equity to establish an attribute

as a pop or pod

and the other convincing consumers that

the negative relationship between

attribute if they consider it

differently is in fact positive now let

us look at how to do positioning as

storytelling rather than outlining

specific attributes or benefits

some marketing experts describe

positioning a brand

as telling a narrative or a story

consumers like the richness and

Imagination they can derive from

thinking of the story behind a product

or service therefore narrative branding

is based on deep metaphor

that connects to people memories

associations and stories connect to

people memories associations and story

so we are talking of the Target

customers

this approach enabled the company to

come up with a compelling story

articulating its customer value

proposition so there are five elements

of narrative branding the first is the

Brand Story in terms of words

and metaphors

the consumer Journey or the way

consumers engage with brand over time

and touch points where they encounter

the brand the third is the visual

language or expressions for the brand

the force is the way the narrative is

expressed

experientially or the brand engages the

senses and the fifth one is the role the

brand plays in the life of the consumers

So based on the literary convention and

brand experience there are four key

aspects of a Brand Story

first this is the setting that is the

time place and context the second is the

cast The Brand as the character

including its role in audience life

relationships and responsibilities

and history or creation myth the third

is narrative Arc the Veda narrative

logic unfolds including actions desired

experiences defining events and movement

of epiphany language the authenticating

voice metaphor symbols themes and Lead

motives or related concept to narrative

is referred to as Primal branding which

views Brands as complex belief systems

proponent of Primal branding argue that

diverse Brands such as Google

Mini Cooper the U.S Marine Corps

Starbucks

Apple ups and Aveda all have a primal

code or DNA that resonates with their

customers and generate their passion and

for work so there are seven assets that

make up this belief system or Primal

code

the first is

a creation story

second is Creed third is icon fourth is

rituals fifth is sacred words

sixth is a way of dealing with

non-believers and the seventh is a good

leader so to conclude this module

here we have discussed what is

sustainable competitive advantage and

three core strategies integral to

designing a sustainable competitive

advantage and these strategies include

differentiating on an existing attribute

introducing a new attribute and building

a strong brand we also discuss how to

effectively communicate the offerings

positioning by crafting and effective

positioning statement which includes

communicating category membership and

points of parities and points of

differences and developing a narrative

to convey the offerings positioning and

these are the three books from which the

material for this module was taken thank

you

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