Unfair competitive advantage

Unfair Competitive Advantage 

Every day, CEOs are desperate to establish a stronghold for their company. They would like to realise its true potential, command better margins and inspire their customers to be champions of the business. Long-term competitive advantage is touted as the Holy Grail. But being different to and better than the competition is a Big Ask. Competitive advantage of any sort is easily copied and eliminated.

Yet we all know of iconic companies that make their mistakes, weather their storms and grow from strength to strength. And we all know what their competitors are up against. The power of their brand. It is their brand which gives them Unfair Competitive Advantage.